Write to one person, not a million.

Advertising is what you do when you can't go see somebody. That's all it is.

Our job if I can see straight and hear clearly and understand ~ is to make advertising and run advertising that is seen and read and heard ~ and remembered ~ for its reasonable and compelling truth.

Somebody finally has to get out an ad, often after hours. Somebody has to stare at a blank piece of paper. Probably nothing was ever more bleak. This is probably the very height of lonesomeness. He is one person and he is alone

Write to one person, not a million.

Good advertising is written from one person to another. When it is aimed at millions it rarely moves anyone.

A desirable advertisement will be reasonable, but never dull ... original, but never self-conscious ... imaginative, but never misleading.