Study The Methods Of Your Competitors And

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.

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.

My Motto Has Always Been: Only First Class Business And That In A First Class Way

The Temptation To Entertain Instead Of Selling Is Contagious.

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.