Quotes of All Topics . Occasions . Authors
Don't confuse visibility with credibility.
Copy is a direct conversation with the consumer.
Consumers do not buy products. They buy product benefits.
People aren't interested in you. They're interested in themselves
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
Before you put pen to paper, before you ring for your stenographer, decide in your own mind what effect you want to produce on your reader — what feeling you must arouse in him.