Big Ideas Are Usually Simple Ideas.

Never Stop Testing, And Your Advertising Will Never Stop Improving. Testing Was Used In Advertising Decades Ago. The Internet Has Made Testing So Easy That Every Online Marketer Can Use It To Improve Advertising Results. Google Content Experiment Is A Free Tool For You To Do Split Testing.

You Have Only 30 Seconds In A Tv Commercial. If You Grab Attention In The First Frame With A Visual Surprise, You Stand A Better Chance Of Holding The Viewer. People Screen Out A Lot Of Commercials Because They Open With Something Dull. When You Advertise Fire-extinguishers, Open With The Fire.

Give People A Taste Of Old Crow, And Tell Them It's Old Crow. Then Give Them Another Taste Of Old Crow, But Tell Them It's Jack Daniel's. Ask Them Which They Prefer. They'll Think The Two Drinks Are Quite Different. They Are Tasting Images

You Can't Save Souls In An Empty Church.

The General Advertisers And Their Agencies Know Almost Nothing For Sure, Because They Cannot Measure The Results Of Their Advertising. They Worship At The Altar Of Creativity, Which Really Means 'originality': The Most Dangerous Word In The Lexicon Of Advertising