Write The Way You Talk. Naturally.

It's Not Creative Unless It Sells.

Consumers Don't Think How They Feel. They Don't Say What They Think And They Don't Do What They Say.

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.

I Had A Friend Who Was The King's Surgeon In England. One Day I Asked Him What Makes A Great Surgeon. He Replied, "what Distinguishes A Great Surgeon Is His Knowledge. He Knows More Than Other Surgeons. During An Operation He Finds Something Which He Wasn't Expecting, Recognizes It And Knows What To Do About It." It's The Same Thing With Advertising People. The Good Ones Know More. How Do You Get To Know More? By Reading Books About Advertising. By Picking The Brains Of People Who Know More Than You Do. From The Magic Lanterns. And From Experience.

I Do Not Regard Advertising As Entertainment Or An Art Form, But As A Medium Of Information. When I Write An Advertisement, I Don’t Want You To Tell Me That You Find It ‘creative.’ I Want You To Find It So Interesting That You Buy The Product.