It Is The Inescapable Duty

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

Repeat Your Winners. If You Are Lucky Enough To Write A Good Advertisement, Repeat It Until It Stops Selling. Scores Of Good Advertisements Have Been Discarded Before They Lost Their Potency.

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.

A Consumer Is Not A Moron. She's Your Wife. Don't Insult Her Intelligence, And Don't Shock Her.

Within Every Brand Is A Product, But Not Every Product Is A Brand.