Claude Hopkins.. Maintained That Nobody With A

If You Have All The Research, All The Ground Rules, All The Directives, All The Data - It Doesn't Mean The Ad Is Written. Then You've Got To Close The Door And Write Something - That Is The Moment Of Truth Which We All Try To Postpone As Long As Possible.

The Best Idea Is The Simplest.

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

Managing An Advertising Agency Isn't All Beer And Skittles. After Fourteen Years Of It, I Have Come To The Conclusion That The Top Man Has One Principle Responsibility: To Provide An Atmosphere In Which Creative Mavericks Can Do Useful Work.

What Is A Good Advertisement? An Advertisement Which Pleases You Because Of Its Style, Or An Advertisement Which Sells The Most? They Are Seldom The Same.