Ninety-nine Percent Of Advertising Doesn't Sell Much

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

Within Every Brand Is A Product, But Not Every Product Is A Brand.

If It Doesn't Sell, It Isn't Creative.

You Can't Save Souls In An Empty Church.

On The Average, Five Times As Many People Read The Headlines As Read The Body Copy.