It's Not Just What You

There Is No Such Thing As A Good Or Bad Ad In Isolation. What Is Good At One Moment Is Bad At Another. Research Can Trap You Into The Past.

Properly Practiced Creativity Can Make One Ad Do The Work Of Ten.

It's Not Just What You Say That Stirs People. It's The Way That You Say It.

There Are A Lot Of Great Technicians In Advertising. And Unfortunately They Talk The Best Game. They Know All The Rules. They Can Tell You That People In An Ad Will Get You Greater Readership. They Can Tell You That A Sentence Should Be This Short Or That Long. They Can Tell You That Body Copy Should Be Broken Up For Easier Reading. They Can Give You Fact After Fact After Fact. They Are The Scientists Of Advertising. But There's One Little Rub. Advertising Is Fundamentally Persuasion And Persuasion Happens To Be Not A Science, But An Art.

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