If You Want Action, Don’t Write. Go

If You, My Fellow Copywriters Or Art Directors, Want To Win The Award, Devote Your Genius To Making The Cash Register Ring.

Where People Aren't Having Any Fun, They Seldom Produce Good Work.

It Takes A Big Idea To Attract The Attention Of Consumers And Get Them To Buy Your Product. Unless Your Advertising Contains A Big Idea, It Will Pass Like A Ship In The Night. I Doubt If More Than One Campaign In A Hundred Contains A Big Idea.

If You Want Action, Don’t Write. Go And Tell The Guy What You Want.

It's The Lack Of Ambition That Cripples Most People, And Makes Them So Pedestrian In The Advertising/creative Business