If it is something important, get a colleague to improve it.
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
When you advertise fire extinguishers, open with the fire.
On the average, five times as many people read the headlines as read the body copy.
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.