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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.
Ninety-nine percent of advertising doesn't sell much of anything.
Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.
Never stop testing, and your advertising will never stop improving.
Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
Leaders grasp nettles.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye.
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
If it doesn't sell, it isn't creative.
Done With You
Good Night Messages
Law And Lawyers
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