– the triggers which make people read advertisements – can reach many times more readers than a copywriter who doesn’t.

One of his observations was that photographs with an element of ‘story appeal’ were far above average in attracting attention.

He reported that ‘editorial’ graphics were consistently high performers.

‘Search the parks in all your cities You’ll find no statues of committees.’

By attempting to cover too many things, they achieve nothing.

‘If you and your competitors all make excellent products, don’t try to imply that your product is better. Just say

there are no dull products, only dull writers.

Did it make me gasp when I first saw it? 2. Do I wish I had thought of it myself? 3. Is it unique? 4. Does it fit the strategy to perfection? 5. Could it be used for 30 years?

Unless your advertising contains a big idea, it will pass like a ship in the night.