Never Use Jargon Words Like

We Exist To Build The Business Of Our Clients. The Recommendations We Make To Them Should Be The Recommendations We Would Make If We Owned Their Companies, Without Regard To Our Own Short-term Interest. This Earns Their Respect, Which Is The Greatest Asset We Can Have.

Consumers Do Not Buy Products. They Buy Product Benefits.

Talent, I Believe, Is Most Likely To Be Found Among Nonconformists, Dissenters, And Rebels.

Sound An Alarm! Advertising, Not Deals, Builds Brands.

The Advertisers Who Believe In The Selling Power Of Jingles Have Never Had To Sell Anything.