The Best Idea Is The Simplest.

The Headline Is The Most Important Element In Most Advertisements. It Is The Telegram Which Decides The Reader Whether To Read The Copy.

I Avoid Clients For Whom Advertising Is Only A Marginal Factor In Their Marketing Mix. They Have An Awkward Tendency To Raid Their Advertising Appropriations Whenever They Need Cash For Other Purposes.

Some Manufacturers Illustrate Their Advertisements With Abstract Paintings. I Would Only Do This If I Wished To Conceal From The Reader What I Was Advertising.

Why Do Eight Out Of Ten New Consumer Products Fail? Sometimes Because They Are Too New. The First Cold Cereals Were Rejected By Consumers. More Often New Products Fail Because They Are Not New Enough.

A Consumer Is Not A Moron. She's Your Wife. Don't Insult Her Intelligence, And Don't Shock Her.