Encourage Innovation. Change Is Our Lifeblood, Stagnation

When You Advertise Fire Extinguishers, Open With The Fire.

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

I Avoid Clients For Whom Advertising Is Only A Marginal Factor In Their Marketing Mix. They Have An Awkward Tendency To Raid Their Advertising Appropriations Whenever They Need Cash For Other Purposes.

The Trouble With Many Copywriters In General Agencies Are That They Don't Really Think In Terms Of Selling. They Have Never Written Direct-response; They Have Never Tasted Blood

If You Can’t Be Brilliant, At Least Be Memorable