I like to succeed in public, but to fail in secret. - David Ogilvy

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.

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. When Aeschines spoke, they said, "How well he speaks". When Demosthenes spoke, they said, "Let us march against Philip."

Resist the temptation to write the kind of copy which wins awards. I am always gratified when I win an award, but most of the campaigns which produce results never win awards because they don’t draw attention to themselves.