Write The Way You Talk.

The Headline Is The Most Important Element In Most Advertisements. It Is The Telegram Which Decides The Reader Whether To Read The Copy.

I Notice Increasing Reluctance On The Part Of Marketing Executives To Use Judgment; They Are Coming To Rely Too Much On Research, And They Use It As A Drunkard Uses A Lamp Post For Support, Rather Than For Illumination.

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.

I Did Not Feel 'evil' When I Wrote Advertisements For Puerto Rico. They Helped Attract Industry And Tourists To A Country Which Had Been Living On The Edge Of Starvation For 400 Years.

Sound An Alarm! Advertising, Not Deals, Builds Brands.