Don't Count The People That You Reach,

A Good Advertisement Is One Which Sells The Product Without Drawing Attention To Itself.

Don’t Just Create Content To Get Credit For Being Clever — Create Content That Will Be Helpful, Insightful, Or Interesting For Your Target Audience.

It Follows That Unless Your Headline Sells Your Product, You Have Wasted 90 Percent Of Your Money.

Headlines Can Be Strengthend By The Inclusion Of Emotional Words Like Darling, Love, Fear, Proud, Friend And Baby.

It Takes Uncommon Guts To Stick To One Style In The Face Of All The Pressures To 'come Up With Something New' Every Six Months. It Is Tragically Easy To Be Stampeded Into Change. But Golden Rewards Await The Advertiser Who Has The Brains To Create A Coherent Image, And The Stability To Stick With It Over A Long Period.