Find The Simple Story In The Product,

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

Properly Practiced Creativity Can Make One Ad Do The Work Of Ten.

The Most Powerful Element In Advertising Is The Truth.

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 Real Giants Have Always Been Poets, Men Who Jumped From Facts Into The Realm Of Imagination And Ideas.