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

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

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

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?

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.

The risk of insult is the price of clarity.

Contrary to popular belief, Americans don't hate advertising.