| 1. | Respect your clients. They know more about their products than
you do. |
2. | Respect the people you're selling to. They're not dumb and they don't like to be scammed. |
3. | Deliver what you promise. On time and on budget. |
4. | Collaborate. Nobody has a monopoly on good ideas. |
5. | Keep it simple. Being clear beats being clever. Unless, of course, you can do both. |
6. | Make it interesting. Nobody has to read your ad. |
7. | It's all about benefits. People want to know what you can do for them. So tell them. Fast. |
8. | It's all about the customer. The most important word in advertising is You. |
9. | This ain't fine art. Advertising is sales on paper. Nothing more. And nothing less. |
