Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

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.

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

It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.

You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.