Leaders Grasp Nettles.

Good Copy Can't Be Written With Tongue In Cheek, Written Just For A Living. You've Got To Believe In The Product.

Nobody Ever Arrives At A Very Big Idea Through A Conscious, Rational Thought Process. It Comes From Your Unconscious.

Never Stop Testing, And Your Advertising Will Never Stop Improving. Testing Was Used In Advertising Decades Ago. The Internet Has Made Testing So Easy That Every Online Marketer Can Use It To Improve Advertising Results. Google Content Experiment Is A Free Tool For You To Do Split Testing.

Positioning Should Be Decided Before The Advertising Is Created

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.