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.

Live and “love to be fascinated.

The value of an item—in the mind of a consumer—is simply the difference between the anticipated price and the price on the tag.

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.

Our actions are all that separate our daydreams from our goals.

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

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