Claude Hopkins.. Maintained That Nobody With A

David Ogilvy Made His Copywriters Come Up 100 Different Headlines For Every Ad They Wrote.

It Is Important To Admit Your Mistakes, And To Do So Before You Are Charged With Them. Many Clients Are Surrounded By Buckpassers Who Make A Fine Art Of Blaming The Agency For Their Own Failures. I Seize The Earliest Opportunity To Assume The Blame.

It Takes A Big Idea To Attract The Attention Of Consumers And Get Them To Buy Your Product. Unless Your Advertising Contains A Big Idea, It Will Pass Like A Ship In The Night. I Doubt If More Than One Campaign In A Hundred Contains A Big Idea.

Consumers Do Not Buy Products. They Buy Product Benefits.

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