Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood

The temptation to entertain instead of selling is contagious.

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

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.

The more story-appeal there is in the picture or in the photograph, the more people would look at your ad

If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.