Every Advertisement Should Be Thought Of As

We Exist To Build The Business Of Our Clients. The Recommendations We Make To Them Should Be The Recommendations We Would Make If We Owned Their Companies, Without Regard To Our Own Short-term Interest. This Earns Their Respect, Which Is The Greatest Asset We Can Have.

It Has Been Found That The Less An Advertisement Looks Like An Advertisement And The More It Looks Like An Editorial, The More Readers Stop, Look, And Read.

I Don't Know The Rules Of Grammar... If You're Trying To Persuade People To Do Something, Or Buy Something, It Seems To Me You Should Use Their Language, The Language They Use Every Day, The Language In Which They Think. We Try To Write In The Vernacular.

Never Write An Advertisement Which You Wouldn't Want Your Own Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine. Do As You Would Be Done By.

Consumers Still Buy Products Whose Advertising Promises Them Value For Money, Beauty, Nutrition, Relief From Suffering, Social Status And So On.