Unless Your Campaign Has A

Supposing You've Got An Acute Appendicitis. You've Got To Be Operated On Tonight. Would You Like To Have A Surgeon Who's Read Some Books Of Anatomy And Knows How To Do That Operation - Or Would You Prefer To Have A Surgeon Who Refused To Read All Books About Anatomy And Relied On His Own Instinct?

Don’t Just Create Content To Get Credit For Being Clever — Create Content That Will Be Helpful, Insightful, Or Interesting For Your Target Audience.

The Best Idea Is The Simplest.

I Never Assign A Product To A Writer Unless I Know That He Is Personally Interested In It. Every Time I Have Written A Bad Campaign, It Has Been Because The Product Did Not Interest Me.

Our Business Is Infested With Idiots Who Try To Impress By Using Pretentious Jargon.