I Notice Increasing Reluctance On The Part

I Had A Friend Who Was The King's Surgeon In England. One Day I Asked Him What Makes A Great Surgeon. He Replied, "what Distinguishes A Great Surgeon Is His Knowledge. He Knows More Than Other Surgeons. During An Operation He Finds Something Which He Wasn't Expecting, Recognizes It And Knows What To Do About It." It's The Same Thing With Advertising People. The Good Ones Know More. How Do You Get To Know More? By Reading Books About Advertising. By Picking The Brains Of People Who Know More Than You Do. From The Magic Lanterns. And From Experience.

The Headline Is The Most Important Element In Most Advertisements. It Is The Telegram Which Decides The Reader Whether To Read The Copy.

Every Advertisement Is Part Of The Long Term Investment In The Personality Of The Brand.

Never Write More Than Two Pages On Any Subject.

On The Average, Five Times As Many People Read The Headline As Read The Body Copy. When You Have Written Your Headline, You Have Spent Eighty Cents Out Of Your Dollar.