Readers Travel So Fast They Don't Stop

The Temptation To Entertain Instead Of Selling Is Contagious.

If You, My Fellow Copywriters Or Art Directors, Want To Win The Award, Devote Your Genius To Making The Cash Register Ring.

It Has Taken More Than A Hundred Scientists Two Years To Find Out How To Make The Product In Question; I Have Been Given Thirty Days To Create Its Personality And Plan Its Launching. If I Do My Job Well, I Shall Contribute As Much As The Hundred Scientists To The Success Of This Product.

The General Advertisers And Their Agencies Know Almost Nothing For Sure, Because They Cannot Measure The Results Of Their Advertising. They Worship At The Altar Of Creativity, Which Really Means 'originality': The Most Dangerous Word In The Lexicon Of Advertising

First, Make Yourself A Reputation For Being A Creative Genius. Second, Surround Yourself With Partners Who Are Better Than You Are. Third, Leave Them To Go Get On With It.