Write to one person, not a million.

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

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

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.

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

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.