I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their languag… - David Ogilvy

Most headlines are set too big to be legible in the magazines or newspapers. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it is destined. If you pin and appraise them from fifteen feet, you will produce posters.

It is important to admit your mistakes, and to do so before you are charged with them.

When copywriters argue with me about some esoteric word they want to use, I say to them, ‘Get on a bus. Go to Iowa. Stay on a farm for a week and talk to the farmer. Come back to New York by train and talk to your fellow passengers in the day-coach. If you still want to use the word, go ahead.