Morals in Advertising ....

This came from advertising legend, Bruce Barton. I made copies of it months ago and keep it in my datebook and traveling folders for when I'm out scouting for copywriting work.

"Do not venture into the sunlight unless you are willing first to put your house in order ... no dyspeptic can write convincingly of the joys of mince meat. No woman-hater can write convincingly of love... unless you have a real respect for people, a real affection for people, a real belief that you are equipped to serve them, and that by your growth and prosperity they will likewise grow and prosper, unless you have this deep-down conviction, gentleman, do not attempt advertising. For somehow it will return to plague you."

"I believe the public has a sixth sense of detecting insincerity. We run a tremendous risk if we try to make other people believe in something we don't believe in. Somehow our sin will find us out ... the advertisements which persuade people to act are written by men who have an abiding respect for the intelligence of their readers, and a deep sincerity regarding the merits of the goods they have to sell."

Translation: "Be genuine."

Be honest. Be sincere. Be genuine.