Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

I am being a little tongue-in-cheek.

A good advertisement is one which sells the product without drawing attention to itself.

I am told that our chroniclers' practice of inventing speeches for great persons whose lives they write is unscholarly.

You can't make people believe in you if you play a horror part with your tongue in your cheek.