1. The power of a story - in an ad that broke the rules. It has no headline. It goes on and on ... and on. It does not even show what is being sold. It is remarkably involving. It makes you like the writer. It has a most unexpected ending. It makes you want to do business with the writer.

2. Dive underground to find a little charm. Always keep your eye open for new ideas - or, in this case, an old technique I haven't seen for many years. it takes a boring subject and adds surprises and interest by using a much neglected style.

3. Why Al is bl***y pain in the **se - and some good advice. This is really about who should judge your advertising - and why so many people get it wrong. But for those who are interested, it is also about my partners. Especially Al.

4. What makes a great email subject line? This old ad shows you. This is the only funny ad I have ever seen to sell shirts. Hardly the most exciting subject. The writer was among the best of his day - but I bet not one person reading this has ever heard of him. Yet again it shows the power of a good story. You could even call it a shaggy horse story - with oodles of charm.

5. Why is it so hard to succeed? What is THE most important thing you must do?. This is about the person I have probably stolen from more than anyone else. Also about two things Al got totally wrong. And about the one essential thing you and I and everyone must do to succeed. Yet most big marketers don't do it at all. Crazy.

6. No one, but two astonishing ads from the greatest creative director J. Walter Thompson ever had. One sells advertising itself - yet uses the techniques that work so well in emails. The other sells advertising itself - yet uses the techniques that work so well in emails. Few people have ever written so well. A masterclass in copy.