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

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….

Write to one person, not a million..

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 reme….

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

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