Those Who Are Going To

You Can Say The Right Thing About A Product And Nobody Will Listen. You’ve Got To Say It In Such A Way That People Will Feel It In Their Gut. Because If They Don’t Feel It, Nothing Will Happen.

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.

If Your Advertising Goes Unnoticed, Everything Else Is Academic!

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

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.