The Most Powerful Element In Advertising Is

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

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.

Word Of Mouth Is The Best Medium Of All.

Advertising Is The Art Of Persuasion.

Persuasion Is Not A Science But An Art