Leaders Grasp Nettles.

I Don't Know The Rules Of Grammar... If You're Trying To Persuade People To Do Something, Or Buy Something, It Seems To Me You Should Use Their Language, The Language They Use Every Day, The Language In Which They Think. We Try To Write In The Vernacular.

Sound An Alarm! Advertising, Not Deals, Builds Brands.

David Ogilvy Made His Copywriters Come Up 100 Different Headlines For Every Ad They Wrote.

Consumers Do Not Buy Products. They Buy Product Benefits.

Positioning Should Be Decided Before The Advertising Is Created