Let us prove to the world that good taste, good art, and good writing can be good selling.

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.

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.

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

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.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

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