If You Have A Truly Big Idea,

If You Have All The Research, All The Ground Rules, All The Directives, All The Data - It Doesn't Mean The Ad Is Written. Then You've Got To Close The Door And Write Something - That Is The Moment Of Truth Which We All Try To Postpone As Long As Possible.

What You Learn Is More Important Than What You Earn.

Candor Compels Me To Admit That I Have No Conclusive Research To Support My View That Jingles Are Less Persuasive Than The Spoken Word. You'd Run Like Hell If A Salesman Came To Your Door And Began Singing At You. Why Do It In Advertising?

Talent, I Believe, Is Most Likely To Be Found Among Nonconformists, Dissenters, And Rebels.

The More Informative Your Advertising, The More Persuasive It Will Be.