The consumer isn't a moron; she is your wife.

Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.

It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.

The more informative your advertising, the more persuasive it will be.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

Never stop testing, and your advertising will never stop improving.