If You Have A Truly Big Idea,

Write The Way You Talk. Naturally.

The Most Important Word In The Vocabulary Of Advertising Is Test. If You Pretest Your Product With Consumers, And Pretest Your Advertising, You Will Do Well In The Marketplace.

It's The Lack Of Ambition That Cripples Most People, And Makes Them So Pedestrian In The Advertising/creative Business

You Have Only 30 Seconds In A Tv Commercial. If You Grab Attention In The First Frame With A Visual Surprise, You Stand A Better Chance Of Holding The Viewer. People Screen Out A Lot Of Commercials Because They Open With Something Dull. When You Advertise Fire-extinguishers, Open With The Fire.

Play To Win, But Enjoy The Fun.