I Never Write Fewer Than Sixteen Headlines

I Once Found Myself Conspiring With A British Cabinet Minister As To How We Might Persuade Her Majesty's Treasury To Cough Up More Money For The British Travel Advertising In America. Said He, "why Does Any American In His Senses Spend His Vacation In The Cold Damp Of An English Summer When He Could Equally Well Bask Under Italian Skies? I Can Only Suppose That Your Advertising Is The Answer." Damn Right.

Write The Way You Talk. Naturally.

Never Use Tricky Or Irrelevant Headlines… People Read Too Fast To Figure Out What You Are Trying To Say.

The Consumer Isn't A Moron; She Is Your Wife.

Leaders Grasp Nettles.