The Only Marketers Who Know What The

Compete With The Immortals

If You Have A Truly Big Idea, The Wrong Technique Won't Kill It. And If You Don't Have A Big Idea, The Right Technique Won't Help You

Good Products Can Be Sold By Honest Advertising. If You Don't Think The Product Is Good, You Have No Business To Be Advertising It.

I Do Not Regard Advertising As Entertainment Or An Art Form, But As A Medium Of Information.

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.