Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.

An idea can turn to dust or magic, depending on the talent that rubs against it.

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.

The heart of creativity is discipline.

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

Creativity is the most practical thing a businessman can employ.