Plan The Sale When You Plan The

If You Can't Turn Yourself Into Your Customer, You Probably Shouldn't Be In The Ad Writing Bsuiness At All.

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

A Good Ad Which Is Not Run Never Produces Sales.

If You Are Writing About Baloney, Don't Try And Make It Cornish Hen, Because That's The Worst Kind Of Baloney There Is. Just Make It Darn Good Baloney.

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