Study The Methods Of Your Competitors And

Many Of The Greatest Creations Of Man Have Been Inspired By The Desire To Make Money...if Oxford Undergraduates Were Paid For Their Work, I Would Have Performed Miracles Of Scholarship And Become Regius Professor Of Modern History.

The Manufacturer Who Finds Himself Up The Creek Is The Short-sighted Opportunist Who Siphons Off All His Advertising Dollars For Short-term Promotions.

Positioning Should Be Decided Before The Advertising Is Created

People Don't Buy A New Detergent Because The Manufacturer Told A Joke On Television Last Night.

The Trouble With Many Copywriters In General Agencies Are That They Don't Really Think In Terms Of Selling. They Have Never Written Direct-response; They Have Never Tasted Blood