You cannot <i>bore</i> people into buying your product; you can only <i>interest</i> them in buying it. - David Ogilvy

I asked an indifferent copywriter what books he had read about advertising. He told me that he had not read any; he preferred to rely on his own intuition. ‘Suppose,’ I asked, ‘your gall-bladder has to be removed this evening. Will you choose a surgeon who has read some books on anatomy and knows where to find your gall-bladder, or a surgeon who relies on his intuition? Why should our clients be expected to bet millions of dollars on your intuition?

Rosser Reeves: ‘Do you want fine writing? Do you want masterpieces? Or do you want to see the goddamned sales curve start moving up?

Never summon people to your office; it frightens them. Instead, go to see them in their offices, unannounced. A boss who never wanders about his agency becomes an invisible hermit. 3