You Will Never Win Fame

You Now Have To Decide What 'image' You Want For Your Brand. Image Means Personality. Products, Like People, Have Personalities, And They Can Make Or Break Them In The Market Place.

One Half Was Sad Because I Had Damaged My Reputation. The Other Half Was Happy Because I Had Damaged My Reputation.

Most Readers Look At The Photograph First. If You Put It In The Middle Of The Page, The Reader Will Start By Looking In The Middle. Then Her Eye Must Go Up To Read The Headline; This Doesn't Work, Because People Have A Habit Of Scanning Downwards. However, Suppose A Few Readers Do Read The Headline After Seeing The Photograph Below It. After That, You Require Them To Jump Down Past The Photograph Which They Have Already Seen. Not Bloody Likely.

Good Copy Can't Be Written With Tongue In Cheek, Written Just For A Living. You've Got To Believe In The Product.

Most Headlines Are Set Too Big To Be Legible In The Magazines Or Newspaper. Never Approve A Layout Until You Have Seen It Pasted Into The Magazine Or Newspaper For Which It Was Destined. If You Pin Up The Layouts On A Bulletin Board And Appraise Them From Fifteen Feet, You Will Produce Posters.