The Most Powerful Element In

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.

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

Advertising Doesn't Create A Product Advantage. It Can Only Convey It.

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

You Cannot Sell A Man Who Isn't Listening; Word Of Mouth Is The Best Medium Of All; And Dullness Won't Sell Your Product, But Neither Will Irrelevant Brilliance.