If You Can’t Be Brilliant, At Least

I Never Write Fewer Than Sixteen Headlines For A Single Advertisement.

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

The Temptation To Entertain Instead Of Selling Is Contagious.

We Admire People Who Work Hard, Who Are Objective And Thorough. We Detest Office Politicians, Toadies, Bullies, And Pompous Asses. We Abhor Ruthlessness. The Way Up Our Ladder Is Open To Everybody. In Promoting People To Top Jobs, We Are Influenced As Much By Their Character As Anything Else.

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