The Headline Is The Most Important Element

Big Ideas Are Usually Simple Ideas.

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 Are Very Few Men Of Genius In Advertising Agencies. But We Need All We Can Find. Almost Without Exception They Are Disagreeable. Don't Destroy Them. They Lay Golden Eggs.

Every Ad Is An Investment In The Long-term Image Of A Brand.

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