Persuasion is not a science but an art

Persuasion is not a science but an art

Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.

Let us prove to the world that good taste, good art, and good writing can be good selling.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

In advertising, not to be different is virtually suicidal.

Never do anything yourself that you can hire someone else to do, especially if they can do it better.