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

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

The difference between the forgettable and the enduring is artistry.

It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

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

Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.