The Most Powerful Element In Advertising Is

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

Our Job Is To Sell Our Clients' Merchandise... Not Ourselves. Our Job Is To Kill The Cleverness That Makes Us Shine Instead Of The Product. Our Job Is To Simplify, To Tear Away The Unrelated, To Pluck Out The Weeds That Are Smothering The Product Message.

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.

Those Who Are Going To Be In Business Tomorrow Are Those Who Understand That The Future, As Always, Belongs To The Brave.

Advertising Is Fundamentally Persuasion And Persuasion Happens To Be Not A Science, But An Art.