Having the right message is what matters. It's not who you reach, it's what you say.

The salability of an item can often be improved while the value itself remains unchanged.

Opportunity never knocks. It hangs thick in the air all around you. You breathe it unthinking, and dissipate it with your sighs.

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

A smart man makes a mistake, learns from it, and never makes that mistake again.But a wise man finds a smart man and learns from him how to avoid the mistake altogether.

The first step in persuasion is to entice your target to imagine doing the thing you want them to do.

Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.