If You Can’t Be Brilliant, At Least

The Most Important Word In The Vocabulary Of Advertising Is Test. If You Pretest Your Product With Consumers, And Pretest Your Advertising, You Will Do Well In The Marketplace.

Never Write An Advertisement Which You Wouldn't Want Your Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine.

Don't Hire A Dog, Then Bark Yourself

Most Readers Look At The Photograph First. If You Put It In The Middle Of The Page, The Reader Will Start By Looking In The Middle. Then Her Eye Must Go Up To Read The Headline; This Doesn't Work, Because People Have A Habit Of Scanning Downwards. However, Suppose A Few Readers Do Read The Headline After Seeing The Photograph Below It. After That, You Require Them To Jump Down Past The Photograph Which They Have Already Seen. Not Bloody Likely.

If Each Of Us Hires People Who Are Smaller Than We Are, We Shall Become A Company Of Dwarfs. But If Each Of Us Hires People Who Are Bigger Than We Are, We Shall Become A Company Of Giants.