Ogilvy & Mather does two things: We look after clients, and we teach young advertising people. - David Ogilvy

Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your headline has to compete with 350 others. Readers travel fast through this jungle. Your headline should telegraph what you want to say.

I have found that it is easier to double the selling power of a commercial than to double the audience of a program. This may come as news to Hollywood hidalgos who produce programs and look down their noses at us obscure copywriters who write the commercials.

People don't think what they feel, don't say what they think and don't do what they say.