I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive. People love to read stories. They like to know you as a real person who has your struggle, pain, success and failure, etc. One well-known example is Jared Fogle's weight loss story which made millions of dollars for Subway. Start to collect your stories from today and use them in your ad campaigns.

A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.

Unless your campaign has a big idea, it will pass like a ship in the night.

You will never win fame and fortune unless you invent big ideas.

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.

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.

A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.