The consumer isn't a moron; she is your wife.
If you wish others to believe in you, you must first convince them that you believe in them.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Creativity can solve almost any problem.
The copywriter uses words as tools to persuade and motivate an audience. You persuade your readers that you have something valuable to offer; you motivate them to acquire it for themselves. This is the essence of effective copywriting.
Let us prove to the world that good taste, good art, and good writing can be good selling.
Copy is a direct conversation with the consumer.
Advertising is like learning - a little is a dangerous thing.
People aren't interested in you. They're interested in themselves
Consumers do not buy products. They buy product benefits.
The man who stops advertising to save money is like the man who stops the clock to save time.
Many a small thing has been made large by the right kind of advertising.
Don't confuse visibility with credibility.
An advertising agency is 85 percent confusion and 15 percent commission.
The most powerful element in advertising is the truth.
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.
You must make the product interesting, not just make the ad different.
Advertising is like learning - a little is a dangerous thing. If a man has not the pluck to keep on advertising, all the money he has already spent is lost.
On the average, five times as many people read the headlines as read the body copy.
I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
Sometimes the most important job advertising can do, is to clarify the obvious.
20 years ago, when Bob Bly starting teaching copywriting, the field was deeply shrouded in mystery. Now, thanks to Bob, learning copywriting, though still a tricky proposition, is much easier.
Writing is like prostitution. First you do it for love, and then for a few close friends, and then for money.
We have become so accustomed to hearing everyone claim that his product is the best in the world, or the cheapest, that we take all such statements with a grain of salt.
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