The Difference Between The Forgettable And The

In Advertising, Not To Be Different Is Virtually Suicidal.

The World Has Progressed To The Point Where It's Most Powerful Force Is Public Opinion. And I Believe That In This World It Is Not The Great Book Or Epic Play, As Once Was The Case, That Will Shape That Opinion, But Those Who Understand Mass Media And The Techniques Of Mass Persuasion...we Must Not Just Believe In What We Sell. We Must Sell What We Believe In. And We Must Pour A Vast Energy Into Those Causes.

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.

No Matter How Skillful You Are, You Can't Invent A Product Advantage That Doesn't Exist. And If You Do, And It's Just A Gimmick, It's Going To Fall Apart Anyway.

Never Do Anything Yourself That You Can Hire Someone Else To Do, Especially If They Can Do It Better.