One thing that hasn’t changed, though, is that we still have to hear the new ad 2 or 3 times before it begins to affect us, even when we’re already familiar with the advertiser in question and have a positive opinion of them.

Use half as many words and they'll hit twice as hard.

A good story often increases the salability of an item without increasing its actual value.

It is a lack of commitment, not a lack of talent, that damns you to mediocrity.

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.

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

A polarizing mission statement forces the reader to choose between two sides of a line drawn in the sand. Rare is the business owner who has the courage to craft such a statement.