The Consumer Isn't A Moron; She Is

The Secret Of Long Life Is Double Careers. One To About Age Sixty, Then Another For The Next Thirty Years.

Once Upon A Time I Was Riding On The Top Of A First Avenue Bus, When I Heard A Mythical Housewife Say To Another, "molly, My Dear, I Would Have Bought That New Brand Of Toilet Soap If Only They Hadn't Set The Body Copy In Ten Point Garamond." Don't You Believe It. What Really Decides Consumers To Buy Or Not To Buy Is The Content Of Your Advertising, Not Its Form.

It's Not Creative Unless It Sells.

Readers Travel So Fast They Don't Stop To Decipher The Meaning Of Obscure Headlines.

You Now Have To Decide What 'image' You Want For Your Brand. Image Means Personality. Products, Like People, Have Personalities, And They Can Make Or Break Them In The Market Place.