Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.

Nobody has ever built a brand by imitating somebody else's advertising.

Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.

Consumers do not buy products. They buy product benefits.

Every advertisement is part of the long term investment in the personality of the brand.

On the average, five times as many people read the headlines as read the body copy.

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.