Big Ideas Are Usually Simple Ideas.

The Headline Is The 'ticket On The Meat.' Use It To Flag Down Readers Who Are Prospects For The Kind Of Product You Are Advertising.

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.

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

There Isn’t Any Significant Difference Between The Various Brands Of Whiskey, Or Cigarettes Or Beer. They Are All About The Same. And So Are The Cake Mixes And The Detergents, And The Margarines… The Manufacturer Who Dedicates His Advertising To Building The Most Sharply Defined Personality For His Brand Will Get The Largest Share Of The Market At The Highest Profit.

Advertising Is The Place Where The Selfish Interests Of The Manufacturer Coincide With The Interests Of Society.