What you say in advertising is more important than how you say it.

If you want ACTION, don’t write. Go and tell the guy what you want.

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.

Consumers don't think how they feel. They don't say what they think and they don't do what they 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.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.