If You Want To Be

Do Not Address Your Readers As Though They Were Gathered Together In A Stadium. When People Read Your Copy, They Are Alone. Pretend You Are Writing To Each Of Them A Letter On Behalf Of Your Client.

A Consumer Is Not A Moron. She's Your Wife. Don't Insult Her Intelligence, And Don't Shock Her.

The More Informative Your Advertising, The More Persuasive It Will Be.

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.

Develop Your Eccentricities Early, And No One Will Think You're Going Senile Later In Life