Big Ideas Are Usually Simple Ideas.

Few Of The Great Creators Have Bland Personalities. They Are Cantankerous Egotists, The Kind Of Men Who Are Unwelcome In The Modern Corporation.

The Headline Is The Most Important Element In Most Advertisements. It Is The Telegram Which Decides The Reader Whether To Read The Copy.

A Well-run Restaurant Is Like A Winning Baseball Team. It Makes The Most Of Every Crew Member's Talent And Takes Advantage Of Every Split-second Opportunity To Speed Up Service.

Study The Methods Of Your Competitors And Do The Exact Opposite.

On The Average, Five Times As Many People Read The Headlines As Read The Body Copy.