There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.

If your advertising goes unnoticed, everything else is academic!

The difference between the forgettable and the enduring is artistry.

Word of mouth is the best medium of all.

Properly practiced creativity can make one ad do the work of ten.