Repeat Your Winners. If You Are Lucky

...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.

If You, My Fellow Copywriters Or Art Directors, Want To Win The Award, Devote Your Genius To Making The Cash Register Ring.

Training Should Not Be Confined To Trainees. It Should Be A Continuous Process, And Should Include The Entire Professional Staff Of The Agency. The More Our People Learn, The More Useful They Can Be To Our Clients.

Write The Way You Talk. Naturally.

Consumers Do Not Buy Products. They Buy Product Benefits.