Research can trap you into the past.

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.

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

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

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

I warn you against believing that advertising is a science.

Because an appeal makes logical sense is no guarantee that it will work.