Take whiskey. Why do some people chose Jack Daniel’s, while others choose Grand Dad or Taylor? Have they tried all three and compared the taste? Don’… - David Ogilvy

I had a friend who was the king's surgeon in England. One day I asked him what makes a great surgeon. He replied, "What distinguishes a great surgeon is his knowledge. He knows more than other surgeons. During an operation he finds something which he wasn't expecting, recognizes it and knows what to do about it." It's the same thing with advertising people. The good ones know more. How do you get to know more? By reading books about advertising. By picking the brains of people who know more than you do. From the Magic Lanterns. And from experience. I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.

Only amateurs use short copy.

When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.