When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either."

To swear off making mistakes is very easy. All you have to do is to swear off having ideas.

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

"I've learned any fool can write a bad ad, but it takes a real genius to keep his hands off a good one."

There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'