The Nine Commandments of Advertising
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.