Study The Methods Of Your Competitors And

You Can't Save Souls In An Empty Church.

Nobody Has Ever Built A Brand By Imitating Somebody Else's Advertising.

Many People - And I Think I Am One Of Them - Are More Productive When They've Had A Little To Drink. I Find If I Drink Two Or Three Brandies, I'm Far Better Able To Write.

On The Average, Five Times As Many People Read The Headline As Read The Body Copy. When You Have Written Your Headline, You Have Spent Eighty Cents Out Of Your Dollar.

...consumers Do Not Buy One Brand Of Soap, Or Coffee, Or Detergent. They Have A Repertory Of Four Or Five Brands, And Move From One To Another. They Almost Never Buy A Brand Which Has Not Been Admitted To Their Repertory During Its First Year On The Market.