A Bushel and a Peck: Seven Blog Posts About Advertising

If you're getting close to retirement and have been paying attention, you've probably learned many lessons that may be helpful to younger peers. Whether helping them learn new hacks, or ways to avoid getting caught in traps, it feels good to make a difference in another's life or career. 

This is not to suggest that we old-timers don't have new things to learn. After all, we were taught at an early age the importance of making a commitment to lifelong learning.

Over the course of 30 years in advertising, I've learned a thing or two about all facets of marketing, thanks to good mentors and good books. As a writer I like to share what I have learned. Or perhaps it's just something in my nature. Either way, what follows are seven blog posts about advertising, many of which were first published in Business North in my Marketing Matters column. 

If you find something useful here, please share it in the comments. Thanks for exploring.

1.    5 Insights from Claude Hopkins: Godfather of Scientific Advertising

https://medium.com/swlh/5-insights-from-claude-hopkins-godfather-of-scientific-advertising-9e3f60aa7078?sk=1cf52b4f931db28e692061862c926c37

 

2.   I Know I Need to Advertise, But Where? And How Much Should I Spend?

https://medium.com/swlh/i-know-i-need-to-advertise-but-where-and-how-much-should-i-spend-4ef4e65debbe?sk=0cf6f66c4c73376fa50440bc7c121801

 

3.   10 Insights from David Ogilvy, On Advertising

https://ennyman.medium.com/10-insights-from-david-ogilvy-on-advertising-e0c3209f2b84?sk=dbe02359a9ece733bae9daf8f7cafaa7

 

4.   Five Reasons People Hate Advertising*

https://medium.com/swlh/five-reasons-people-hate-advertising-4f20a5bc4ed4?sk=769317e0c2aa4447fe1645b0718e68f6

5.    An Attempt to Correct a Few Misconceptions About Advertising

https://ennyman.medium.com/an-attempt-to-correct-a-few-misconceptions-about-advertising-64a868a52874?sk=a79f921486d89988fd9ee24bff652648

 

6.   Ethics and Advertising

https://pioneerproductions.blogspot.com/2008/11/ethics-and-advertising.html

7.    “Let Us March Against Philip.” 

https://ennyman.medium.com/let-us-march-against-philip-c51ed458a675?sk=1bccbd5d07555f0b1ab95dbd8192ac59

 

*Also published in The Startup

A David Ogilvy Anecdote on Hiring

I believe April 13, 1987 may have been the first time Susie and I went to the World Trade Center in New York City. I remember because the date is inscribed inside the front cover of my copy of Ogilvy on Advertising which I purchased at a bookstore underneath the historic skyscraper.

Earlier that year I had been tapped to create an advertising program for the company I worked for and voraciously read every book on advertising that I could find in our library. David Ogilvy's Confessions of an Advertising Man was so direct and practical that he quickly became my go-to resource. This is why when I saw Ogilvy on Advertising at the World Trade Center I had to have it. He quickly became my guru and this volume my "Bible" of sorts.

The reviews on Amazon.com are invaluable for gaining insights on the books (and other products) displayed there, and this one is spot on.

If you want an overview of the core principles that are true for ALL ad-like communications, this is a must-read. The medium might change, but the principles remain the same -- and nobody knew the principles like David Ogilvy. For those wanting a current view of the ad world -- especially involving internet or social media -- read this book FIRST and then buy any of a number of books on current practices. This will teach you the fundamentals.

* * * *

Ogilvy gave us more than advice on advertising and ad copy writing. He also devoted pages to instructing leaders on how to manage a creative team. Creatives are a different kind of animal.

In the midst of all this he shared this story, which applies not only to ad agencies but to businesses of all kinds:

When someone is made the head of an office in the Ogilvy & Mather chain, I send him a Matryoshka doll from Gorky. If he has the curiosity to open it, and keep opening it until he comes to the inside of the smallest doll, he finds this message: If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.

* * * * 

While reading Philip Norman's biography of Paul McCartney I discovered that John Lennon was faced with an important decision when Paul approached John to become part of Lennon's band, The Quarrymen. Paul was likeable, talented, outgoing, effervescent, and might prove to be a challenge to John's leadership.

John could have denied Paul the opportunity and remained the frontman for his team of lesser lights. Or... You can read a brief account of that story here: A Leadership Lesson from John Lennon.

* * * *

“Let Us March Against Philip.”

“When Aeschines spoke, they said, ‘How well he speaks.’
But when Demosthenes spoke, they said, ‘Let us march against Philip.’”

David Ogilvy is recognized as one of the most influential men in modern advertising. When I first began my advertising career I read every book I could find and upon discovering Ogilvy I soon found myself a disciple of his ideas, methods and message to others committed to this career niche.

I first met the mind of David Ogilvy in his book Confessions of an Advertising Man. Published in 1963 it was one of the many books I found in our library when I entered the adman path in early 1987. What a pleasant surprise when in April 1987 I discovered Ogilvy's follow-up Ogilvy On Advertising while exploring a bookstore in the bowels of the World Trade Center.

The quote at the top of this blog post comes from the preface of this second Ogilvy book, and it's meaning is self-evident. Advertising's aim, in Ogilvy's view, is to instigate action. The goal is not to have people say, "Oh, that's a cool ad." Rather, it's all about moving people to get off their butts and do something. The objective: Action, not jawboning or personal adulation.

* * * *

Demosthenes

The real aim of this blog post is to shed light on Demosthenes and a story about his development as an orator. A contemporary of Plato and Aristotle, Demosthenes is acknowledged as the greatest of the ancient Greek orators. What's interesting here is that as a youth Demosthenes had a speech impediment. He stuttered. To overcome this handicap he went to the sea and put pebbles in his mouth and practiced giving speeches to the open air. He would also recite verses while running and out of breath.

It's the story of the pebbles that has stuck with me from a public speaking class decades ago, What's striking is that at a very early age he saw the path to influence and took whatever steps necessary to achieve this aim.

As for Aeschines, this was Demosthenes' chief rival. In the quote above the Philip being referenced is Philip II of Macedon, father of Alexander the Great.

Two lessons here. First, don't let your handicaps or shortcomings discourage you from pursuing your dreams. In the case of Demosthenes, he was highly motivated due to an injustice he suffered. What is it you wish to achieve? Are you sufficiently motivated to make the sacrifices necessary to achieve that goal?

Second, the initial lesson David Ogilvy applies this anecdote to people in the advertising business. So much of what I have seen coming out of ad agencies is designed to get strokes from peers or to win awards. Does it set people in motion to pick up the phone and pull out their wallets, or visit your store?

* * * *
One Amazon reviewer of the book had this to say about Ogilvy On Advertising:
"Ogilvy had insight in spades, practical experience, common sense, a passion for research as well as creativity, and above all, a relentless focus on selling. Pick any few paragraphs at random and all those qualities will shine through."

You can read my own 2008 David Ogilvy commentary here, including 10 ideas from his book.

* * * *
I also own David Ogilvy's third book, an autobiography that is as instructive about life as the others are about advertising.  Ogilvy, a Scotsman, initially started his career in the culinary field, and became a chef in Paris. At age 35 changed careers, moved to America, land of opportunity, and ultimately found work with George Gallup, a stepping stone to Hollywood and ultimately "scientific advertising." It's a good read, if you can find it. As a special treat he includes a few of his favorite recipes at the end. Yum.

Is it time to step up your game? Have you gotten into a rut? Have you allowed your motivation to flag because the mountains were higher than you once anticipated? It may be time to renew your strength, and set your sights on those high places again.

As for me, I'm pressing on.

Throwback Thursday: Ten Insights from David Ogilvy on Advertising

I've written several times about the value of mentors and heroes, mentioning many by name. One of the great men who has been influential in my advertising career is David Ogilvy whose first book, Confessions of an Advertising Man, changed my life. Then, in 1987 (can it really be three decades already?) I purchased this wonderful resource, Ogilvy On Advertising, at a bookstore in the belly of the World Trade Center in New York City. Anyone serious about advertising as a career should own a copy of this book, and study it like a Bible. For that matter, anyone who owns a business who is serious about the success of that business should own this book. It's a continuous spring of inspiration, and a perpetual prod to remain faithful to the high ideals which advertising ought to serve.

What follows are a number of quotes from the book that will hopefully encourage you to take the next step, which is to visit amazon.com or Barnes & Noble to place an order for a copy of your own. This first quote here I used to have prominently displayed on my wall. It is eternally relevant for all who wish to influence. "When Aeschines spoke, they said, 'How well he speaks.' But when Demosthenes spoke, they said, 'Let us march against Philip.'"

Insights From Ogilvy

1. "I am sometimes attacked for imposing rules. Nothing could be further from the truth. I hate rules. All I do is report on how consumers react to different stimuli. I may say to a copywriter, 'Research shows that commercials with celebrities are below average in persuading people to buy products. Are you sure you want to use a celebrity?' You call that a rule?" ~ p. 8

2. "Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant." ~ p. 16

3. On Ambition: "Few copywriters are ambitious. It does not occur to them that if they tried hard enough, they might double the client's sales, and make themselves famous. 'Raise your sight!' I exhort them. 'Blaze new trails! Hit the ball out of the park!! Compete with the immortals!!!'" ~ p. 21

4. "At the start of your career in advertising, what you learn is more important than what you earn." ~ p. 31

5. "The best leaders are apt to be found among those who have a strong component of unorthodoxy in their characters. Instead of resisting innovation, they symbolize it -- and companies cannot grow without innovation." ~ p. 51

6. "With public opinion on its side, nothing can fail." ~ Abraham Lincoln

7. Research has found that "people who know a company well are five times more likely to have a favorable opinion of it." ~ p. 117

8. "The key to successful marketing is superior product performance... If the consumer does not perceive any real benefits in the brand, then no amount of ingenious advertising or selling can save it." ~ Ed Harness

9. "You can judge the vitality of a company by the number of new products it brings to market." ~ p. 167

10. "Some products which sell well without being advertised may sell better and make more profit with advertising." p. 168

* * * *
If something here inspires or connects with you, follow through and take the next step.

This post originally appeared in March, 2008.

Current and Recent Readings: Too Many Books, Too Little Time

There really are so many good books out there. We read them for different reasons. Some serve as simply a diversion. Others provide nutrition for our souls. Still others give our "brain muscles" a workout. Here are a few books that I've been enjoying right now or recently completed.

Symmetry by Marcus du Sautoy
I picked up this gem after recently re-reading my interview with Portuguese artist Margarida Sardinha regarding her 2015 project Symmetry's Portal which led me into revisiting (via books) the remarkable features of The Alhambra.

The Red Book by Carl Jung
The Amazon listing about this volume calls it "the most influential unpublished work in the history of psychology." My friend Dan introduced me to this hefty volume so I could see the illustrations, more than 200 in all. But the substance is Jung's private wrestling with the meaning of Self, consciousness and universal truths about who we are. Four decades ago I read Jung's Memories, Dreams and Reflections and was impressed with his candor.

50 Philosophy Classics by Tom Butler-Bowdon
I finished the audiobook in December. Having found it to be such a valuable resource I purchased the paper version to use as a reference. A great thought-stimulator. Useful tool for stirring up themes to cogitate upon so you can produce the illusion that you're a deep thinker.

The Power of Habit by Charles Duhigg
Exceptionally insightful.  Listened to the audiobook this past month and will do it again. Utilizes insights from the latest research in neuroscience. Compelling stories bring home essential truths. Yes, we're creatures of habit, and when those habits are bad ones we need to apply ourselves to cultivating new ones. We begin by becoming aware of our triggers.

Scientific Advertising by Claude Hopkins
Duhigg's book uses stories from a variety of sources. One of these sources was Claude Hopkins, an influential ad man from the first half of the twentieth century. I'd read Hopkins many years ago because my own advertising guru, David Ogilvy, consider Hopkins his own shining light. Were you aware that it was an ad campaign by Claude Hopkins that prodded a whole nation of people to regularly brush their teeth?

Illustration from The Red Book

The Light on Synanon by Dave Mitchell, Cathy Mitchell and Richard Ofshe
Current bedtime reading. When I read it in the early 1990's it triggered an idea for a story which later became an unproduced screenplay. Still gonna try to resurrect that project if I live long enough.

Rocket Men by Craig Nelson
Currently reading this one as I commute. Absolutely compelling thus far. Reminds us of the context when that first moonshot took place, during the Cold War. The Russians had already embarrassed us with Sputnik and other achievements. A moon landing would be a major PR coup, which really amounted to a "puff our chests out" opportunity to gloat. Had the Russians been first on the moon would that have meant Soviet communism was superior to our democratic capitalism? Rocket Men is an excellent addition to the many other books about the story of NASA. An good follow up to Tom Wolfe's The Right Stuff. (EdNote: A few reviews on Amazon indicate that this book may not be entirely reliable in all its facts, though for now it's been a good read.)

* * * *
What are you reading these days?

Advertising Lessons from One of the Great Ones: David Ogilvy

"A man who stops advertising to save money is like a man who stops a clock to save time." ~Henry Ford

On the face of it, the quote above from Henry Ford comes across as amusing and thought-provoking. It caught my attention about five years ago when one of the ad salespeople who contacts me regularly began using it as a tagline in their signature. The housing market had collapsed and the economy was in shambles with one of the consequences being a serious erosion of advertising dollars at the same time as news stand magazine sales were tanking. In short, the pincers were on for print media publishers.

So one of the sales reps from one of these magazines added the Ford quote to his sig line, to encourage us not to quit putting out our message. This would not have bothered me except that a short time later I had a second ad rep adding this statement to his emails.

Five years have passed and at least a half dozen different ad reps have used Henry Ford's admonition... to the extent that as far as I'm concerned it's become a cliche and a byword. Its gotten stale.

There are so many great quotes and insights on advertising out there. Why must everybody key in on the same one? My recommendation: find something fresh.

One place to find gems is in the writings of David Ogilvy.

I'm well aware that not everyone shares my enthusiasm for advertising. Many people find F. Scott Fitzgerald's pithy sentiment more to their liking. "Advertising is a racket, like the movies and the brokerage business. You cannot be honest without admitting that its constructive contribution to humanity is exactly minus zero." That's pretty harsh. Will Rogers' assessment of the advertising profession profession goes like this: "Advertising is the art of convincing people to spend money they don't have for something they don't need." Often this does appear to be the essence of it.

Calvin Coolidge, on the other hand, called advertising "the life of trade." And Anton Chekov stated that advertising was "the essence of democracy." That's pretty heady stuff.

Yesterday, while thinking about all these things -- triggered by yet another email with the Ford banality -- I went looking for a fresh batch of ideas from Mr. Ogilvy that I could offer up to these sales folk who mean well but have gotten tiresome. Here's a good place to start... 13 Timeless Lessons from the Father of Advertising.

Here's one from that list: of timeless lessons: "Do not … address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client."

That's a lesson I've taken to heart in all my writing. I don't know how many people will read these words today, but as far as I'm concerned, you're the only one. I'm writing for you. Thanks for being there. Hope you're having a good weekend.

Featured eBook of the Day: The Red Scorpion

More On Crowdsourcing

I'm nearing the end of Jeff Howe's insightful, contemporary bestseller on Crowdsourcing and I found a very minor error. The book is quite excellent and a worthy read describing the power of collaboration. He applies it to business enterprises, telling story after story of how companies used an open-ended undefined group of people to solve problems and perform sometimes daunting tasks. (He does not apply the term to revolutions or the overthrowing of governments like we are currently witnessing on the global stage, but I'm guessing that book will soon be written by someone, too.)

In telling success stories about companies and people who used crowds to good effect, he talks about American Idol and the incredible run it has had due to its use of the crowds who participate in turning talented wanna-bes into superstars. And in a following anecdote Howe describes a company that is striving to use the masses to produce films outside the ironclad Hollywood system where a handful of studio heads decide what films will be made or panned.

In listening to the story of this latter company, it was clear to me that he was unaware of how this very act of crowdsourcing was instrumental in Walt Disney's early success. The details of that story can be found in David Ogilvy's 1978 autobiography.

Ogilvy, one of the most influential ad men in history and co-founder of the global agency Ogilvy & Mather, began his career as a Paris chef. In his mid-twenties he came to the States looking for a career change and managed to become part of the Gallup organization, a pioneer in the science of polling. Gallup and company were stationed out east but Ogilvy saw an opportunity for Gallup in the emerging world of Hollywood. What he did was use polling to help Disney determine in advance what kind of animated films would most likely succeed. Polling was, in essence, an early form of crowdsourcing.

By using feedback from the crowd, Disney was able to expend energy on projects with a higher probability of success. Ogilvy's Autobiography detailed a number of these projects which ultimately contributed to Disney's fame and fortunes. Later, when he reached New York and began his life in the advertising trade, Ogilvy continued to apply what he had learned about the value of the crowd.

In short, Howe is right about crowd sourcing. But he appears to have been unaware that this isn't the first time such a tool has been used in Hollywood.

Till next.... and have a good day.

To Save the World

"When people are ripe for a mass movement, they are usually ripe for any effective movement, and not solely for one with a particular doctrine or program." ~ Eric Hoffer

When I was really young, my brother and I used to make up games like these two, which probably lots of kids did. For example, when we were at our grandparents house, we'd try to get all around the living room without touching the floor. The floor, we'd pretend, was molten lava or some other deadly thing. In other words, to amplify the intensity of the game, there was a heavy price to be paid if you lost. It was a life or death game and we'd really get into it.

A second game was keeping a balloon or a ball in the air, or many balloons, by tapping them upward. Gravity would bring them earthward. The stake in this game was the end of the world. That is, if the balloon touched the ground, the whole world would be destroyed.

These memories were triggered by a discussion between two brothers in V.S. Naipaul's Magic Seeds. The one brother's life feels empty. He has no "cause." He wishes he had something to fight for. The second brother tells him to open his eyes. "There are causes all around you."

This is the idea behind Hoffer's statement above. People who feel their lives are small, who feel their lives are petty and meaningless, long for meaning. The childhood games we played as kids worked when we were kids, but as adults we know that the world will not blow up if the balloon touches the carpet.

What's especially intriguing is that both Naipaul and Hoffer seem to be saying that it hardly matters what the mass movement is. When conditions are right in peoples' hearts, there are a whole range of causes to fight, or even die, for.

Hoffer devotes a portion of his book, The True Believer, to the makeup of these people types . They are the disaffected, the poor, the misfits, the outcasts, minorities, adolescent youth, those in the grip of some vice or obsession, the bored and the sinners. They want to be free from feelings of isolation. They want to belong to something bigger than themselves. They want to give meaning to their lives.

Interestingly enough, three thousand years ago King David's first army was assembled from the disenfranchised in Israel. When Saul, Israel's first king, attempted to solifiy power by eliminating his potential replacement, David finally had to flee to the hills. He was joined there by others who were on the outs. In the book of Chronicles it says that, "Day after day men came to help David, until he had a great and mighty army." I used to think they followed David because he represented "right." Perhaps to some extent he was simply a galvanizing force that attracted the outcasts because many needed to belong to something. This is not to say that David was simply another mass movement, but that the Bible account corresponds with the way we'd expect people to behave based on what we know today about the sociology of mass movements.

In the world today, there a millions seeking causes, seeking meaning for their lives. To the degree that we are unable to integrate the poor, the lower classes into society, to give them hope of a better life by contributing to the community and society at large, to this very degree they are susceptible to alternative causes. Suicice bombers don't emerge out of nowhere. They come from the disenfranchised. What greater proof of one's passion for a cause than to give one's life for that cause...

What are the causes that matter to you? What is the meaning of your life? Think about it. Then go out and make a difference.

Basic Article Structure

The following is an article I wrote for a homeschooling publication, but which has application to anyone interested in teaching writing or in becoming a better writer themselves.

HOW TO WRITE THE "BASIC" ARTICLE

I take issue with those who say a picture is worth a thousand words. It is simply not always the case. Without a caption, a picture can often leave viewers scratching their heads saying, “Huh?”

David Ogilvy, founder of the Ogilvy and Mather ad agency and guru of modern advertising, notes that photo captions are usually the first thing a person will read on the page. So if you're ever in advertising, be sure your photos don't stand alone. Add some sales copy beneath that picture, to clarify or reinforce the message you’re trying to communicate.

Granted, properly chosen photos and illustrations almost always enhance an article, story or poem. But they are not necessary to communication. Some of my favorite portions of magazines are those non-illustrated sections like editorials, columns, and letters to the editor. The key is good ideas, well-presented.

Essentially, what I wanted to present here is an overview of your basic article structure.There are many kinds of articles. If you read at all you'll soon recognize their distinguishing characteristics. Here, off the top of my head, are just a few of your most common article types: list articles, how-to articles, features, question and answer articles, and (today’s subject) your basic article.

Having a pattern or structure helps both the reader and the writer. Instead of a hodgepodge of miscellaneous notions, the reader is guided along and does not have to work at understanding what is being said. Perhaps you've had the experience of reading something and not “getting it” and thinking it was you. Frequently it is not you at all, but the writer who is at fault. The writer has not done his or her job, which is to communicate clearly.

It’s similar to bad handwriting. Yes, one can eventually decipher it, but it would be more courteous if the letter were written legibly.

Having a structure also helps the writer. It provides a form for organizing one’s ideas. I like think of it like pouring a concrete patio. First you build the forms using a network of boards; then you pour in the concrete. Once you have your structure, pouring out your ideas can be relatively easy.

The “basic” article consists, basically, of the intro (or hook), the billboard, the body and the ending, which is usually a summary or conclusion. When teaching writing, always challenge your children or students to think in terms of readers. This is especially important with writing introductions. In a world filled with television, video games and a thousand other distractions, one must learn to grab the reader quickly. Whether it's a story, an essay, a letter to the editor or a business proposal, a good opening whets the appetite, creates anticipation and gets the reader engaged. No matter what their writing assignment, be sure to remind your kids to make the beginning zing. They'll probably surprise you! I know my kids always did.

The next section of your basic article is the billboard. The billboard is a brief paragraph, usually no more than a few sentences, that tells the reader where your article is headed. In this particular article it is paragraph four. The meat of your article, that is, the main part of what you are writing, is called the body. Of course you can call it anything you want. Sometimes it is a little plump and should be trimmed a bit, but you don’t want to be all skin and bones. In the body of your basic article you generally make three main points to support your premise, or to flesh out your topic. Whether it is five hundred words or five thousand, it is easier if you break your main article into sections. When writing longer articles I almost always add subheads to help the reader identify the main sections.

The summary, or conclusion, is usually best if brief. You know how tiresome long goodbyes can be. Long endings can be the same. Once you've made your point, take a bow. Tie up the loose ends and do the sayonara.

In short, your basic article has four parts. An intro that hooks the reader, a billboard that announces where you're going, the body which amplifies what you are trying to say, and your conclusion.

I know you can do it. And so can your kids.

TIP: If you do not already have a copy of the compact and profoundly simple Elements of Style, by Strunk and White, then be sure to buy one. It will help every aspiring writer and writing teacher, and help improve the quality of communication in the age to come.

Ogilvy On Advertising

I have written several times about the value of mentors and heroes, mentioning many by name. One of the great men who has been influential in my advertising career is David Ogilvy whose first book, Confessions of an Advertising Man, changed my life. Then, in 1987 (can it really be two decades already?!!) I purchased this wonderful resource, Ogilvy On Advertising, at a bookstore in the belly of the World Trade Center in New York City. Anyone serious about advertising as a career should own a copy of this book, and study it like a Bible. For that matter, anyone who owns a business who is serious about the success of that business should own this book. It is a continuous spring of inspiration, and a perpetual prod to remain faithful to the high ideals which advertising ought to serve.

For the next several days -- if I can stay on task -- I aim to share some of my own work in advertising. But first, I wanted to tip the hat to the master in this field. Thank you, Mr. Ogilvy.

Notes and quotes from this book will hopefully encourage you to take the next step, which is to visit amazon.com or Barnes & Noble to place your order. This first one I used to have on my wall. It is eternally relevant for all who wish to influence. "When Aeschines spoke, they said, 'How well he speaks.' But when Demosthenes spoke, they said, 'Let us march against Philip.'"

Insights From Ogilvy

1. "I am sometimes attacked for imposing rules. Nothing could be further from the truth. I hate rules. All I do is report on how consumers react to different stimuli. I may say to a copywriter, 'Research shows that commercials with celebrities are below average in persuading people to buy products. Are you sure you want to use a celebrity?' You call that a rule?" ~ p. 8

2. "Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant." ~ p. 16

3. On Ambition: "Few copywriters are ambitious. It does not occur to them that if they tried hard enough, they might double the client's sales, and make themselves famous. 'Raise your sight!' I exhort them. 'Blaze new trails! Hit the ball out of the park!! Compete with the immortals!!!'" ~ p. 21

4. "At the start of your career in advertising, what you learn is more important than what you earn." ~ p. 31

5. "The best leaders are apt to be found among those who have a strong component of unorthodoxy in their characters. Instead of resisting innovation, they symbolize it -- and companies cannot grow without innovation." ~ p. 51

6. "With public opinion on its side, nothing can fail." ~ Abraham Lincoln

7. Research has found that "people who know a company well are five times more likely to have a favorable opinion of it." ~ p. 117

8. "The key to successful marketing is superior product performance... If the consumer does not perceive any real benefits in the brand, then no amount of ingenious advertising a selling can save it." ~ Ed Harness

9. "You can judge the vitality of a company by the number of new products it brings to market." ~ p. 167

10. "Some products which sell well without being advertised may sell better and make more profit with advertising." p. 168