Because more marketing funds are invested in advertising than in any other weapon of guerrilla marketing, and because an embarrassingly huge amount of that investment is just plain wasted, marketing guerrillas know home truths about copy, graphics, what makes commercials good or bad, and why so much advertising fails.

Guerrillas know ten things that advertising copy should always be:

1. Readable
2. Informative
3. Clear
4. Honest
5. Simple

6. On strategy
7. Motivating
8. Competitive
9. Specific
10. Believable

They know ten things not to do with advertising graphics:

1. Don't let the art overpower the idea.
2. Don't let the art overpower the headline.
3. Don't let the art overpower the copy.
4. Don't let the art fail to advance the sale.
5. Don't let the art fail to grab casual readers or viewers.
6....

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