On testing Well, I turned to Ayer & Son, because they had as a slogan, “Keeping Everlastingly At It Brings Success.” … I met one of Ayer’s men. “Now,” I…
On length of copy To sum up: The longer your copy can hold people the more of them you will sell; and the more interesting your copy is, the longer…
On headlines The purpose of the headline is to pick out people you can interest… What you have will interest certain people only and for certain reasons. You care only…
On getting the reader's attention The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know…
On the goal of advertising Advertising says to people, “Here’s what we've got. Here’s what it will do for you. Here’s how to get it.” —Leo Burnett So Kennedy said to…
Good copy involves digging for facts before a word is written, not whirling around to a typewriter keyboard, and starting to bang out words. —Schwab, How to Write a Good Advertisement…
Advertising is the life of trade. —Calvin Coolidge Advertising is “the lubricant for the free-enterprise system.” —Leo-Arthur Kelmenson (1976) Advertising is the poetry of Capitalism. —Michael Maynard, Chair of the Department of…