Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by. If you tell lies about a product, you will be found out -- either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time. 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.
|
A good advertisement is one which sells the product without drawing attention to itself.
|
Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.
|
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
|
I always said that mega-mergers were for megalomaniacs.
|
If each of us hires people smaller than we are, we shall become a company of dwarfs.
|
The consumer isn't a moron. She is your wife.
|
If it doesn't sell, it isn't creative.
|
The best ideas come as jokes. Make your thinking as funny as possible.
|
What you say in advertising is more important than how you say it.
|