When You Have Nothing To Say, Sing

Consumers Do Not Buy Products. They Buy Product Benefits.

If You Have All The Research, All The Ground Rules, All The Directives, All The Data - It Doesn't Mean The Ad Is Written. Then You've Got To Close The Door And Write Something - That Is The Moment Of Truth Which We All Try To Postpone As Long As Possible.

It Follows That Unless Your Headline Sells Your Product, You Have Wasted 90 Percent Of Your Money.

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

A Well-run Restaurant Is Like A Winning Baseball Team. It Makes The Most Of Every Crew Member's Talent And Takes Advantage Of Every Split-second Opportunity To Speed Up Service.