Don't Hire A Dog, Then Bark Yourself

Claude Hopkins.. Maintained That Nobody With A College Education Could Write An Advertisement Addressed To The Mass Millions. That's Absolute Poppycock.

I Notice Increasing Reluctance On The Part Of Marketing Executives To Use Judgment; They Are Coming To Rely Too Much On Research, And They Use It As A Drunkard Uses A Lamp Post For Support, Rather Than For Illumination.

Headlines Can Be Strengthend By The Inclusion Of Emotional Words Like Darling, Love, Fear, Proud, Friend And Baby.

We Exist To Build The Business Of Our Clients. The Recommendations We Make To Them Should Be The Recommendations We Would Make If We Owned Their Companies, Without Regard To Our Own Short-term Interest. This Earns Their Respect, Which Is The Greatest Asset We Can Have.

Why Should A Manufacturer Bet His Money, Perhaps The Future Of His Company, On Your Instinct?