On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

Making the logo twice the size is often a good thing to do, because most advertisements are deficient in brand identification. Showing the clients' faces is also a better stratagem than it may sound, because the public is more interested in personalities than in corporations. Some clients can be projected as human symbols of their own products.

Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn't work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.

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.

I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.

If you want to be interesting, be interested.

Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.