Write The Way You Talk. Naturally.

A Lot Of Today's Campaigns Are Based On Optimum Positioning But Are Totally Ineffective - Because They Are Dull, Or Badly Constructed, Or Ineptly Written. If Nobody Reads Your Advertisement Or Looks At Your Commercial, It Doesn't Do You Much Good To Have The Right Positioning.

When People Aren't Having Any Fun, They Seldom Produce Good Work. Kill The Grimness With Laughter. Encourage Exuberance. Get Rid Of Sad Dogs That Spread Gloom.

The Consumer Isn't A Moron; She Is Your Wife.

I Do Not Regard Advertising As Entertainment Or An Art Form, But As A Medium Of Information.

Never Stop Testing, And Your Advertising Will Never Stop Improving. Testing Was Used In Advertising Decades Ago. The Internet Has Made Testing So Easy That Every Online Marketer Can Use It To Improve Advertising Results. Google Content Experiment Is A Free Tool For You To Do Split Testing.