When asked what was the best asset a man could have, Albert Lasker — the most astute of all advertising men — replied, ‘Humility in the presence of a… - David Ogilvy

It has been found that the less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look, and read. Therefore, study the graphics used by editors and imitate them. Study the graphics used in advertisements and avoid them.

Candor compels me to admit to support my view that jingles are less persuasive than the spoken word. It is based on the difficulty I always experience in hearing the words in jingles, and on my experience as a door-to-door salesment; I never sang to my prospects. The advertisers who believe in the selling power of jingles have never had to sell anything.

When people read your copy, they are alone. Pretend you are writing each of them a letter on behalf of your client. One human being to another, second person singular.