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.

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

You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.

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

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

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

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