Consumers Do Not Buy Products. They Buy

Never Write More Than Two Pages On Any Subject.

Nowadays It Is The Fashion To Pretend That No Single Individual Is Ever Responsible For A Successful Advertising Campaign. This Emphasis On "teamwork" Is Bunkum - A Conspiracy Of The Mediocre Majority.

There Is No Need For Advertisements To Look Like Advertisements. If You Make Them Look Like Editorial Pages, You Will Attract About 50 Per Cent More Readers.

When You Have Nothing To Say, Sing It.

Like A Midwife, I Make My Living Bringing New Babies Into The World, Except That Mine Are New Advertising Campaigns.