Imitation Can Be Commercial Suicide.

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.

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

Find The Simple Story In The Product, And Present It In An Articulate And Intelligent, Persuasive Way.

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

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.