Table of Contents

FOREWORD BY ALEX BOGUSKY.

PREFACE.

CHAPTER 1: Salesmen Don’t Have to Wear Plaid.

Selling without selling out.

CHAPTER 2: A Sharp Pencil Works Best.

Some thoughts on getting started.

CHAPTER 3: A Clean Sheet of Paper.

Making an ad—the broad strokes.

CHAPTER 4: Write When You Get Work.

Making an ad—some finer touches.

CHAPTER 5: In the Future, Everyone Will Be Famous for 30 Seconds.

Some advice on making television commercials.

CHAPTER 6: But Wait,There’s More!

Does direct-response TV have to suck?

CHAPTER 7: Radio Is Hell. But It’s a Dry Heat.

Some advice on working in a tough medium.

CHAPTER 8: Big Honkin' Ideas.

Hitting on every cylinder.

CHAPTER 9: "Toto, I Have a Feeling We’re Not in McCann-Erickson Anymore."

Working out past the edge.

CHAPTER 10: Only the Good Die Young.

The enemies of advertising.

CHAPTER 11: Pecked to Death by Ducks.

Presenting and protecting your work.

CHAPTER 12: A Good Book or a Crowbar.

Some thoughts on getting into the business.

CHAPTER 13: Making Shoes versus Making Shoe Commercials.

Is this a great business or what?

SUGGESTED READING.

BIBLIOGRAPHY.

ONLINE RESOURCES.

NOTES.

ACKNOWLEDGMENTS.

INDEX.