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Good Advertising Should Give The Reader Essential Facts About The Product Or Company Advertised And Should Do So Engagingly Without Trickery Or Hogwash.

Make It Simple. Make It Memorable. Make It Inviting To Look At. Make It Fun To Read.

Steep Yourself In Your Subject, Work Like Hell, And Love, Honor And Obey Your Hunches.

Advertising Says To People, 'here's What We've Got. Here's What It Will Do For You. Here's How To Get It.'

I Have Learned That Trying To Guess What The Boss Or The Client Wants Is The Most Debilitating Of All Influences In The Creation Of Good Advertising.