Write The Way You Talk. Naturally.

I Have Noticed That Agencies Which Are Full Of Fun And Ferment Seem To Create The Best Advertising. If You Are Not Happy In Advertising, For Goodness Sake Find A Job In Which You Would Be Happy. For As Far As I Know, We Pass This Way Only Once

Do Not Address Your Readers As Though They Were Gathered Together In A Stadium. When People Read Your Copy, They Are Alone. Pretend You Are Writing To Each Of Them A Letter On Behalf Of Your Client.

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.

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.

If You Have All The Research, All The Ground Rules, All The Directives, All The Data - It Doesn't Mean The Ad Is Written. Then You've Got To Close The Door And Write Something - That Is The Moment Of Truth Which We All Try To Postpone As Long As Possible.