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

The trouble with market research is that people don't think what they feel, they don't say what they think and they don't do what they say.

I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.

If you tell lies about your product you will be found out – either by the government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.