Readers Travel So Fast They Don't Stop

The General Advertisers And Their Agencies Know Almost Nothing For Sure, Because They Cannot Measure The Results Of Their Advertising. They Worship At The Altar Of Creativity, Which Really Means 'originality': The Most Dangerous Word In The Lexicon Of Advertising

Unless Your Campaign Has A Big Idea, It Will Pass Like A Ship In The Night.

Many Of The Greatest Creations Of Man Have Been Inspired By The Desire To Make Money...if Oxford Undergraduates Were Paid For Their Work, I Would Have Performed Miracles Of Scholarship And Become Regius Professor Of Modern History.

Don’t Just Create Content To Get Credit For Being Clever — Create Content That Will Be Helpful, Insightful, Or Interesting For Your Target Audience.

Write The Way You Talk. Naturally.