The More Informative Your Advertising, The More

I Don't Know The Rules Of Grammar... If You're Trying To Persuade People To Do Something, Or Buy Something, It Seems To Me You Should Use Their Language, The Language They Use Every Day, The Language In Which They Think. We Try To Write In The Vernacular.

The Headline Is The 'ticket On The Meat.' Use It To Flag Down Readers Who Are Prospects For The Kind Of Product You Are Advertising.

Never Write An Advertisement Which You Wouldn't Want Your Own Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine. Do As You Would Be Done By.

On The Average, Five Times As Many People Read The Headlines As Read The Body Copy.

The Worst Fault A Salesman Can Commit Is To Be A Bore...... Pretend To Be Vastly Interested In Any Subject The Prospects Shows An Interest In.