Advertising Is The Art Of Persuasion.

Properly Practiced Creativity Must Result In Greater Sales More Economically Achieved. Properly Practiced Creativity Can Lift Your Claims Out Of The Swamp Of Sameness And Make Them Accepted, Believed, Persuasive, Urgent.

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

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

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.

Adapt Your Techniques To An Idea, Not An Idea To Your Techniques.