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. - David Ogilvy

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 good idea.’ It is horribly difficult to recognize a good idea.

Today, almost all our layouts look “addy.” Too bad. How do you sell editorial layouts to clients? Try saying, “Would you like the editors of a half a dozen magazines to devote a whole page to your product?” The client will reply, “Yes, of course. But it is impossible.” You say, “It is possible. You buy the space and here is your editorial. Better than any advertisement, isn't it?”

Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. By attempting to cover too many things, they achieve nothing.