The Best Idea Is The Simplest.

Don't Hire A Dog, Then Bark Yourself

The Line Between Pride In Our Work And Neurotic Obstinacy Is A Narrow One. We Make Our Recommendations Clear. But We Do Not Grudge Our Clients The Right To The Final Say. It Is Their Money.

Most Readers Look At The Photograph First. If You Put It In The Middle Of The Page, The Reader Will Start By Looking In The Middle. Then Her Eye Must Go Up To Read The Headline; This Doesn't Work, Because People Have A Habit Of Scanning Downwards. However, Suppose A Few Readers Do Read The Headline After Seeing The Photograph Below It. After That, You Require Them To Jump Down Past The Photograph Which They Have Already Seen. Not Bloody Likely.

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

In Most Agencies, Account Executives Outnumber The Copywriters Two To One. If You Were A Dairy Farmer, Would You Employ Twice As Many Milkers As You Had Cows?