In the Words of Calkins...
Calkins made
substantial contributions to the field of advertising, and did not hesitate
to share the lessons he learned from his own experiences. Through his writings,
Calkins continues to contribute ethical and professional advice to keep industry
standards high. Thus, it seems quite fitting to conclude this site with some
steadfast advice on copywriting from Calkins himself:
"I pass these two instances along as containing a good deal of the theory
of copy writing: Come to the point, and don't draw attention to the advertisement
instead of to the goods" (Calkins, 1922).
Please choose Back option or click here to return to Overview of Calkins' Life