Any Damn Fool Can Put On A

Once Upon A Time I Was Riding On The Top Of A First Avenue Bus, When I Heard A Mythical Housewife Say To Another, "molly, My Dear, I Would Have Bought That New Brand Of Toilet Soap If Only They Hadn't Set The Body Copy In Ten Point Garamond." Don't You Believe It. What Really Decides Consumers To Buy Or Not To Buy Is The Content Of Your Advertising, Not Its Form.

Readers Travel So Fast They Don't Stop To Decipher The Meaning Of Obscure Headlines.

Shakespeare Wrote His Sonnets Within A Strict Discipline, Fourteen Lines Of Iambic Pentameter, Rhyming In Three Quatrains And A Couplet. Were His Sonnets Dull? Mozart Wrote His Sonatas Within An Equally Rigid Discipline - Exposition, Development, And Recapitulation. Were They Dull?.

Never Write An Advertisement Which You Wouldn't Want Your Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine.

The Advertisers Who Believe In The Selling Power Of Jingles Have Never Had To Sell Anything.