Because an appeal makes logical sense is no guarantee that it will work.

In advertising, not to be different is virtually suicidal.

The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.

Nobody counts the number of ads you run; they just remember the impression you make.

We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.

For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.

Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.