Keep It Simple. Let's Do The Obvious

If You Can't Turn Yourself Into Your Customer, You Probably Shouldn't Be In The Ad Writing Bsuiness At All.

Anyone Who Thinks That People Can Be Fooled Or Pushed Around Has An Inaccurate And Pretty Low Estimate Of People - And He Won't Do Very Well In Advertising.

There's No Such Thing As 'hard Sell' And 'soft Sell.' There's Only 'smart Sell' And 'stupid Sell.'

I Have Learned To Respect Ideas, Wherever They Come From. Often They Come From Clients. Account Executives Often Have Big Creative Ideas, Regardless Of What Some Writers Think.

The Sole Purpose Of Business Is Service. The Sole Purpose Of Advertising Is Explaining The Service Which Business Renders.