Every Advertisement Is Part Of The Long

Do Not Address Your Readers As Though They Were Gathered Together In A Stadium. When People Read Your Copy, They Are Alone. Pretend You Are Writing To Each Of Them A Letter On Behalf Of Your Client.

Repeat Your Winners. If You Are Lucky Enough To Write A Good Advertisement, Repeat It Until It Stops Selling. Scores Of Good Advertisements Have Been Discarded Before They Lost Their Potency.

People Don't Buy A New Detergent Because The Manufacturer Told A Joke On Television Last Night.

Ninety-nine Percent Of Advertising Doesn't Sell Much Of Anything.

It Takes Uncommon Guts To Stick To One Style In The Face Of All The Pressures To 'come Up With Something New' Every Six Months. It Is Tragically Easy To Be Stampeded Into Change. But Golden Rewards Await The Advertiser Who Has The Brains To Create A Coherent Image, And The Stability To Stick With It Over A Long Period.