Write The Way You Talk. Naturally.

You Can't Save Souls In An Empty Church.

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

Few Of The Great Creators Have Bland Personalities. They Are Cantankerous Egotists, The Kind Of Men Who Are Unwelcome In The Modern Corporation.

I Have A Theory That The Best Ads Come From Personal Experience. Some Of The Good Ones I Have Done Have Really Come Out Of The Real Experience Of My Life, And Somehow This Has Come Over As True And Valid And Persuasive. People Love To Read Stories. They Like To Know You As A Real Person Who Has Your Struggle, Pain, Success And Failure, Etc. One Well-known Example Is Jared Fogle's Weight Loss Story Which Made Millions Of Dollars For Subway. Start To Collect Your Stories From Today And Use Them In Your Ad Campaigns.

I Admire People With Gentle Manners Who Treat Other People As Human Beings.