Our business is infested with idiots who try to impress by using pretentious jargon.

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

I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.

Big ideas are usually simple ideas.

Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.

If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.