Advertising Is Fundamentally Persuasion And Persuasion Happens

Find The Simple Story In The Product, And Present It In An Articulate And Intelligent, Persuasive Way.

Properly Practiced Creativity Can Make One Ad Do The Work Of Ten.

You Can Say The Right Thing About A Product And Nobody Will Listen. You’ve Got To Say It In Such A Way That People Will Feel It In Their Gut. Because If They Don’t Feel It, Nothing Will Happen.

Never Do Anything Yourself That You Can Hire Someone Else To Do, Especially If They Can Do It Better.

It Is Insight Into Human Nature That Is The Key To The Communicator's Skill. For Whereas The Writer Is Concerned With What He Puts Into His Writings, The Communicator Is Concerned With What The Reader Gets Out Of It. He Therefore Becomes A Student Of How People Read Or Listen.