Like A Midwife, I Make

The Headline Is The 'ticket On The Meat.' Use It To Flag Down Readers Who Are Prospects For The Kind Of Product You Are Advertising.

Consumers Do Not Buy Products. They Buy Product Benefits.

There Are Very Few Men Of Genius In Advertising Agencies. But We Need All We Can Find. Almost Without Exception They Are Disagreeable. Don't Destroy Them. They Lay Golden Eggs.

If You Tell Lies About A Product, You Will Be Found Out - Either By The Government, Which Will Prosecute You, Or By The Consumer, Who Will Punish You By Not Buying Your Product A Second Time.

I Have An Inviolable Rule Against Employing Nepots And Spouses, Because They Breed Politics. Whenever Two People Get Married, One Of Them Must Depart - Preferably The Female, To Look After The Baby.