You Can't Save Souls In An Empty

The Trouble With Many Copywriters In General Agencies Are That They Don't Really Think In Terms Of Selling. They Have Never Written Direct-response; They Have Never Tasted Blood

If You Ever Find A Man Who Is Better Than You Are - Hire Him. If Necessary, Pay Him More Than You Pay Yourself.

It Has Been Found That The Less An Advertisement Looks Like An Advertisement And The More It Looks Like An Editorial, The More Readers Stop, Look, And Read.

Every Advertisement Should Be Thought Of As A Contribution To The Complex Symbol Which Is The Brand Image.

Big Ideas Come From The Unconscious. This Is True In Art, In Science, And In Advertising. But Your Unconscious Has To Be Well Informed, Or Your Idea Will Be Irrelevant. Stuff Your Conscious Mind With Information, Then Unhook Your Rational Thought Process. You Can Help This Process By Going For A Long Walk, Or Taking A Hot Bath, Or Drinking Half A Pint Of Claret. Suddenly, If The Telephone Line From Your Unconscious Is Open, A Big Idea Wells Up Within You.