The Heart Of Creativity Is Discipline.

There Is No Such Thing As A Good Or Bad Ad In Isolation. What Is Good At One Moment Is Bad At Another. Research Can Trap You Into The Past.

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.

Because An Appeal Makes Logical Sense Is No Guarantee That It Will Work.

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.

For The Flower To Blossom, You Need The Right Soil As Well As The Right Seed. The Same Is True To Cultivate Good Thinking.