Have you heard of this new thing called the internet? It's giving people new expectations. It's allowing them to become their own expert. Knowledge lies anxious at their fingertips. Gloss over the truth in your advertising and you'll quickly be dismissed as a poser.

A meaningless statement remains meaningless no matter how often it's heard.

No trade will be made unless they want the thing more than they want their money.

In marketing you must choose between boredom, shouting and seduction. Which do you want?

If you want the truth to prevail, you must cause people to realize the truth. This requires much more skill than is required to simply tell it.

In a thousand words I can have the Lord's Prayer, the 23rd Psalm, the Hippocratic Oath, a sonnet by Shakespeare, the Preamble to the Constitution, Lincoln's Gettysburg Address and almost all of the Boy Scout Oath. Now exactly what picture were you planning to trade for all that?

Follow a trail of bold mistakes and at the end of them you will find a genius.