Talent, I Believe, Is Most Likely To

Good Copy Can't Be Written With Tongue In Cheek, Written Just For A Living. You've Got To Believe In The Product.

It Follows That Unless Your Headline Sells Your Product, You Have Wasted 90 Percent Of Your Money.

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

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.

Never Write More Than Two Pages On Any Subject.