What You Say In Advertising Is More

On The Average, Five Times As Many People Read The Headlines As Read The Body Copy.

If You Want Action, Don’t Write. Go And Tell The Guy What You Want.

First, Make Yourself A Reputation For Being A Creative Genius. Second, Surround Yourself With Partners Who Are Better Than You Are. Third, Leave Them To Go Get On With It.

Tell The Truth, But Make The Truth Fascinating.

Much Of The Messy Advertising You See On Television Today Is The Product Of Committees. Committees Can Criticize Advertisements, But They Should Never Be Allowed To Create Them.