Dear Charlie: classic copywriting tip

“When you really don’t know what to put on that blank paper in the typewriter, you should just write ‘Dear Charlie’ at the top. Assume that Charlie is a neighbor of yours, a very nice, bright, intelligent guy, with a sense of humor. He’s got all the mental equipment you have, but none of the information that you have about the Volkswagen. So just put down what you want to tell him in this ad, and cross off ‘Dear Charlie,’ and you’ll probably be alright.”

Bob Levenson, former Vice Chairman – DDB

None of us is as smart as all of us.

Ken Blanchard, author – ‘The One Minute Manager’

The three key points of an awesome experiential campaign: you must have active, not passive engagement; it has to be live; and it must be multi-sensory.

Layne Braunstein, award-winning creative and futurist

Producing excrement efficiently does not make the end product any less odious.

Lee Clow, advertising legend

I adore pretty things and witty words.

Kate Spade, fashion designer (RIP)

As people are bombarded by never-ending streams of sales messages, creativity can act as a road block that seizes attention. Clever, emotive creative that is well-planned and well-executed can inspire audiences and motivate them to act.

Phillip Ludgate – Media Director

In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer’s mind.

Tom Peters, management guru