Leaders Grasp Nettles.

The Trouble With Many Copywriters In General Agencies Are That They Don't Really Think In Terms Of Selling. They Have Never Written Direct-response; They Have Never Tasted Blood

...consumers Do Not Buy One Brand Of Soap, Or Coffee, Or Detergent. They Have A Repertory Of Four Or Five Brands, And Move From One To Another. They Almost Never Buy A Brand Which Has Not Been Admitted To Their Repertory During Its First Year On The Market.

You Aren’t Advertising To A Standing Army; You Are Advertising To A Moving Parade.

Creativity Needs Discipline And Freedom.

Never Write More Than Two Pages On Any Subject.