Advertising Reflects The Mores Of Society, But

Good Products Can Be Sold By Honest Advertising. If You Don't Think The Product Is Good, You Have No Business To Be Advertising It.

Consumers Do Not Buy Products. They Buy Product Benefits.

You Aren't Advertising To A Standing Army; You Are Advertising To A Moving Parade. Three Million Consumers Get Married Every Year. The Advertisement Which Sold A Refrigerator To Those Who Got Married Last Year Will Probably Be Just As Successful With Those Who'll Get Married Next Year. An Advertisement Is Just Like A Radar Sweep, Constantly Hunting New Prospects As They Come Into The Market. Get A Good Radar And Keep It Sweeping.

The Manufacturer Who Finds Himself Up The Creek Is The Short-sighted Opportunist Who Siphons Off All His Advertising Dollars For Short-term Promotions.

Always Hold Your Sales Meetings In Rooms Too Small For The Audience, Even If It Means Holding Them In The Wc. 'standing Room Only' Creates An Atmosphere Of Success, As In Theatres And Restaurants, While A Half-empty Auditorium Smells Of Failure.