|1. ||Respect your clients. They know more about their products than |
|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.