Nobody Ever Arrives At A Very Big

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

A Consumer Is Not A Moron. She's Your Wife. Don't Insult Her Intelligence, And Don't Shock Her.

Great Marketing Only Makes A Bad Product Fail Faster.

Lazy And Superficial Men And Women Do Not Produce Superior Work.

If You Have All The Research, All The Ground Rules, All The Directives, All The Data - It Doesn't Mean The Ad Is Written. Then You've Got To Close The Door And Write Something - That Is The Moment Of Truth Which We All Try To Postpone As Long As Possible.