The Advertisers Who Believe In

Why Do Eight Out Of Ten New Consumer Products Fail? Sometimes Because They Are Too New. The First Cold Cereals Were Rejected By Consumers. More Often New Products Fail Because They Are Not New Enough.

I Once Used The Word Obsolete In A Headline, Only To Discover That 43 Per Cent Of Housewives Had No Idea What It Meant. In Another Headline, I Used The Word Ineffable, Only To Discover That I Didn't Know What It Meant Myself.

Repeat Your Winners. If You Are Lucky Enough To Write A Good Advertisement, Repeat It Until It Stops Selling. Scores Of Good Advertisements Have Been Discarded Before They Lost Their Potency.

Madison Avenue Is Full Of Masochists Who Unconsciously Provoke Rejection By Their Clients. I Know Brilliant Men Who Have Lost Every Account They Have Ever Handled.

Always Hold Your Sales Meetings In Rooms Too Small For The Audience, Even If It Means Holding Them In The Wc. 'standing Room Only' Creates An Atmosphere Of Success, As In Theatres And Restaurants, While A Half-empty Auditorium Smells Of Failure.