Great Marketing Only Makes A Bad Product

Nobody Ever Arrives At A Very Big Idea Through A Conscious, Rational Thought Process. It Comes From Your Unconscious.

Big Ideas Come From The Unconscious. This Is True In Art, In Science, And In Advertising. But Your Unconscious Has To Be Well Informed, Or Your Idea Will Be Irrelevant. Stuff Your Conscious Mind With Information, Then Unhook Your Rational Thought Process. You Can Help This Process By Going For A Long Walk, Or Taking A Hot Bath, Or Drinking Half A Pint Of Claret. Suddenly, If The Telephone Line From Your Unconscious Is Open, A Big Idea Wells Up Within You.

Tell The Truth, But Make The Truth Fascinating.

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

Never Write More Than Two Pages On Any Subject.