Write The Way You Talk. Naturally.

Every Advertisement Is Part Of The Long Term Investment In The Personality Of The Brand.

David Ogilvy Made His Copywriters Come Up 100 Different Headlines For Every Ad They Wrote.

Our Business Is Infested With Idiots Who Try To Impress By Using Pretentious Jargon.

I Have A Theory That The Best Ads Come From Personal Experience. Some Of The Good Ones I Have Done Have Really Come Out Of The Real Experience Of My Life, And Somehow This Has Come Over As True And Valid And Persuasive.

Study The Methods Of Your Competitors And Do The Exact Opposite.