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.

If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.

Adapt your techniques to an idea, not an idea to your techniques.

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

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.

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.