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The Six Immutable Laws of Advertising 169

The Theme

“A lot of time and money is wasted by our failure to
think through and get a theme before we start. The
theme ought to be based on two principles—first, that a
man is interested in himself; second, that he is interested
in other people. Our formula for Every Week (maga-
zine) was Youth, Love, Success, Money, and Health—all
things in which people are vitally interested.”

Interesting Headlines

“I think any public notice I may have had has come from
titles. Nobody was more surprised than I when The Man
Nobody Knows became a best seller. The title is what sold
the book.”

Barton also mentioned that when he edited maga-
zines, he often used provocative titles for articles to stir
up controversy and interest. Examples included, “Why
I Never Hire Any Woman under 30,” “How My Wife
Has Hindered Me in Business,” and the other side of the
question, “How My Wife Has Helped Me in Business.”
These interesting headlines guaranteed readership.

The Visualization

Barton didn’t elaborate on this. But I’m sure he was
referring to the layout of any sales piece.

He once said, “A picture is worth two pages of type,
and a headline is worth almost all the rest of the ad put