Robert Bly

But the goal of advertising is not to be liked, to entertain, or to win advertising awards; it is to sell products.

“placing 100 percent emphasis on how the reader will come out ahead by doing business with you”), you’ll see that there is a creative challenge in writing copy that sells.

Direct marketing … is the only form of accountable advertising. It’s the only kind of advertising you can ever do where you can trace every dollar of sales to every dollar of costs.