If You Want Action, Don’t Write. Go

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.

There Is One Catagory Of Advertising Which Is Totally Uncontrolled And Flagrantly Dishonest: The Television Commercials For Candidates In Presidential Elections.

Lazy And Superficial Men And Women Do Not Produce Superior Work.

I Do Not Regard Advertising As Entertainment Or An Art Form, But As A Medium Of Information. When I Write An Advertisement, I Don’t Want You To Tell Me That You Find It ‘creative.’ I Want You To Find It So Interesting That You Buy The Product.

It Has Been Found That The Less An Advertisement Looks Like An Advertisement And The More It Looks Like An Editorial, The More Readers Stop, Look, And Read.