Advertising Doesn't Create A Product Advantage. It

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

Good Advertising Does Not Just Circulate Information. It Penetrates The Public Mind With Desires And Belief.

Properly Practiced Creativity Must Result In Greater Sales More Economically Achieved. Properly Practiced Creativity Can Lift Your Claims Out Of The Swamp Of Sameness And Make Them Accepted, Believed, Persuasive, Urgent.

The Truth Isn't The Truth Until People Believe You, And They Can't Believe You If They Don't Know What You're Saying, And They Can't Know What You're Saying If They Don't Listen To You, And They Won't Listen To You If You're Not Interesting, And You Won't Be Interesting Unless You Say Things Imaginatively, Originally, Freshly.

Rules Are What The Artist Breaks; The Memorable Never Emerged From A Formula.