Write The Way You Talk. Naturally.

You Can't Save Souls In An Empty Church.

Tell The Truth, But Make The Truth Fascinating.

If It Is Something Important, Get A Colleague To Improve It.

I Never Assign A Product To A Writer Unless I Know That He Is Personally Interested In It. Every Time I Have Written A Bad Campaign, It Has Been Because The Product Did Not Interest Me.

Every Ad Is An Investment In The Long-term Image Of A Brand.