Never Use Tricky Or Irrelevant

Every Advertisement Is Part Of The Long Term Investment In The Personality Of The Brand.

The Headline Is The Most Important Element In Most Advertisements. It Is The Telegram Which Decides The Reader Whether To Read The Copy.

If You, My Fellow Copywriters Or Art Directors, Want To Win The Award, Devote Your Genius To Making The Cash Register Ring.

Try And Inject Into Every Commercial You Make A Touch Of Singularity; A Bird That Will Hook On To The Consumers Mind

We All Have A Tendency To Use Research As A Drunkard Uses A Lamppost – For Support, Not For Illumination.