Unless Your Campaign Has A Big Idea,

A Good Advertisement Is One Which Sells The Product Without Drawing Attention To Itself.

Most Headlines Are Set Too Big To Be Legible In The Magazines Or Newspaper. Never Approve A Layout Until You Have Seen It Pasted Into The Magazine Or Newspaper For Which It Was Destined. If You Pin Up The Layouts On A Bulletin Board And Appraise Them From Fifteen Feet, You Will Produce Posters.

Don't Bunt. Aim Out Of The Ball Park. Aim For The Company Of Immortals.

When You Advertise Fire Extinguishers, Open With The Fire.

The More Informative Your Advertising, The More Persuasive It Will Be.