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

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

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

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

You see a person when you look in the mirror that no one sees but you. Other people see a person when they look at you, but you're not that person, either.

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

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