If You Can’t Advertise Yourself, What Hope

Creativity Needs Discipline And Freedom.

There Is No Need For Advertisements To Look Like Advertisements. If You Make Them Look Like Editorial Pages, You Will Attract About 50 Per Cent More Readers.

Try And Inject Into Every Commercial You Make A Touch Of Singularity; A Bird That Will Hook On To The Consumers Mind

Always Hold Your Sales Meetings In Rooms Too Small For The Audience, Even If It Means Holding Them In The Wc. 'standing Room Only' Creates An Atmosphere Of Success, As In Theatres And Restaurants, While A Half-empty Auditorium Smells Of Failure.

I Had A Friend Who Was The King's Surgeon In England. One Day I Asked Him What Makes A Great Surgeon. He Replied, "what Distinguishes A Great Surgeon Is His Knowledge. He Knows More Than Other Surgeons. During An Operation He Finds Something Which He Wasn't Expecting, Recognizes It And Knows What To Do About It." It's The Same Thing With Advertising People. The Good Ones Know More. How Do You Get To Know More? By Reading Books About Advertising. By Picking The Brains Of People Who Know More Than You Do. From The Magic Lanterns. And From Experience.