Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your head… - David Ogilvy

To be under pressure is inescapable. Pressure takes place through all the world: war, siege, the worries of state. We all know men who grumble under these pressures, and complain. They are cowards. They lack splendor. But there is another sort of man who is under the same pressure, but does not complain. For it is the friction which polishes him. It is pressure which refines and makes him noble.

Given sufficient training, any intelligent person can learn to conduct surveys, but getting people to use the results requires salesmanship of a high order.

First, study the product you are going to advertise. The more you know about it, the more likely you are to come up with a big idea for selling it.