I Am One Who Believes That One

The Sole Purpose Of Business Is Service. The Sole Purpose Of Advertising Is Explaining The Service Which Business Renders.

Good Advertising Should Give The Reader Essential Facts About The Product Or Company Advertised And Should Do So Engagingly Without Trickery Or Hogwash.

There's No Such Thing As 'hard Sell' And 'soft Sell.' There's Only 'smart Sell' And 'stupid Sell.'

Make It Simple. Make It Memorable. Make It Inviting To Look At. Make It Fun To Read.

Too Many Ads That Try Not To Go Over The Reader's Head End Up Beneath His Notice.