Page 202 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)

The Six Immutable Laws of Advertising 171
things in life are expressed in one-syllable words—love,
hate, fear, home, wife, child.”

A Purpose
“We should never write an ad without the idea that
something is going to happen. What do we want the
reader to do? Write with the conviction that he is going
to do something when he gets through reading—go to the
store and buy; clip the coupon and mail it. And remem-
ber the power of the direct command. Don’t say, ‘If you
would like this beautiful booklet, we will be glad to
send it.’ Say, ‘Sit down right now and fill in this coupon.’

Later in his life, Barton entered politics, and about one year before his
death in 1967, Barton made a most memorable quote which summed up
his life, “I am in the advertising business,” (BBDO Newsletter, 1996, p.58).