Properly Practiced Creativity Must Result In Greater

Forget Words Like 'hard Sell' And 'soft Sell.' That Will Only Confuse You. Just Be Sure Your Advertising Is Saying Something With Substance, Something That Will Inform And Serve The Consumer, And Be Sure You're Saying It Like It's Never Been Said Before.

In This Very Real World, Good Doesn't Drive Out Evil. Evil Doesn't Drive Out Good. But The Energetic Displaces The Passive.

Just Because Your Ad Looks Good Is No Insurance That It Will Get Looked At. How Many People Do You Know Who Are Impeccably Groomed... But Dull?

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

Our Job Is To Sell Our Clients' Merchandise... Not Ourselves. Our Job Is To Kill The Cleverness That Makes Us Shine Instead Of The Product. Our Job Is To Simplify, To Tear Away The Unrelated, To Pluck Out The Weeds That Are Smothering The Product Message.