In This Very Real World,

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

Forget Words Like 'hard Sell' And 'soft Sell.' That Will Only Confuse You. Just Be Sure Your Advertising Is Saying Something With Substance, Something That Will Inform And Serve The Consumer, And Be Sure You're Saying It Like It's Never Been Said Before.

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

In This Very Real World, Good Doesn't Drive Out Evil. Evil Doesn't Drive Out Good. But The Energetic Displaces The Passive.

No Matter How Skillful You Are, You Can't Invent A Product Advantage That Doesn't Exist. And If You Do, And It's Just A Gimmick, It's Going To Fall Apart Anyway.