The More Informative Your Advertising, The More

...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.

Write The Way You Talk. Naturally.

The More Story-appeal There Is In The Picture Or In The Photograph, The More People Would Look At Your Ad

If You, My Fellow Copywriters Or Art Directors, Want To Win The Award, Devote Your Genius To Making The Cash Register Ring.

The Worst Fault A Salesman Can Commit Is To Be A Bore. Foster Any Attempt To Talk About Other Things; The Longer You Stay The Better You Get To Know The Prospect, And The More You Will Be Trusted.