The Only Marketers Who Know

Like A Midwife, I Make My Living Bringing New Babies Into The World, Except That Mine Are New Advertising Campaigns.

It Follows That Unless Your Headline Sells Your Product, You Have Wasted 90 Percent Of Your Money.

Good Copy Can't Be Written With Tongue In Cheek, Written Just For A Living. You've Got To Believe In The Product.

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.

It Takes A Big Idea To Attract The Attention Of Consumers And Get Them To Buy Your Product. Unless Your Advertising Contains A Big Idea, It Will Pass Like A Ship In The Night. I Doubt If More Than One Campaign In A Hundred Contains A Big Idea.