Don't Confuse Good Taste With The Absence

Adapt Your Techniques To An Idea, Not An Idea To Your Techniques.

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.

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

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.

Advertising Is The Art Of Persuasion.