The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.

Tell the truth, but make the truth fascinating.

First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

Supposing you've got an acute appendicitis. You've got to be operated on tonight. Would you like to have a surgeon who's read some books of anatomy and knows how to do that operation - or would you prefer to have a surgeon who refused to read all books about anatomy and relied on his own instinct?

Every advertisement is part of the long term investment in the personality of the brand.

You can't save souls in an empty church.