We sell — or else. - David Ogilvy

It is the professional duty of the advertising agent to conceal his artifice. When Aeschines spoke, they said, “How well he speaks.” But when Demosthenes spoke, they said, “Let us march against Philip.” I’m in for Demosthenes.

Shakespeare wrote his sonnets with of iambic pentameter, rhyming in his sonnets dull? Mozart wrote sonatas within an equally rigid discipline – exposition, development, and recapitulation. Were they dull?

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.