Set yourself to becoming the best-informed person in the agency on the account to which you are assigned. If, for example, it is a gasoline account, … - David Ogilvy

Once upon a time I was riding on the top of a First Avenue bus when I heard a mythical housewife say to another, “Molly, my dear, I would have bought that new brand of toilet soap if only they hadn’t set the body copy in ten-point Garamond.” Don't you believe it. What really decides consumers to buy or not buy is the content of your advertising, not its form.

The hallmarks of a potentially successful copywriter include: Obsessive curiosity about products, people and advertising. A sense of humor. A habit of hard work. The ability to write interesting prose for printed media, and natural dialogue for television. The ability to think visually. Television commercials depend more on pictures than words. The ambition to write better campaigns than anyone has ever written before.

The headlines which work best are those which promise the reader a benefit