David Perrel <> Harry Dry

copy should be visualizable, falsifiable, something only you can say (“worn by models in london and dads in ohio”)

when copywriting you should be thinking of where consumer attitudes are right now and where you want to get them

you should be able to understand a visual ad in 2 seconds

who are you talking to? what do you have to say? how do you say it well?

“any words that aren’t working for you are working against you”