Adapt Your Techniques To An

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.

It May Well Be That Creativity Is The Last Unfair Advantage We're Legally Allowed To Take Over Our Competitors.

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.

Nothing Is So Powerful As An Insight Into Human Nature... What Compulsions Drive A Man, What Instincts Dominate His Action. If You Know These Things Abut A Person, You Can Touch Him At The Core Of His Being.