You aren't advertising to a standing army; you are advertising to a moving parade. Three million consumers get married every year. The advertisement which sold a refrigerator to those who got married last year will probably be just as successful with those who'll get married next year. An advertisement is just like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping.

The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.

Compete with the immortals

People don't buy a new detergent because the manufacturer told a joke on television last night.

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

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.

Lazy and superficial men and women do not produce superior work.