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.

The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.

A principle isn't a principle until it costs you something.

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

I warn you against believing that advertising is a science.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.