Research can trap you into the past.

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

I warn you against believing that advertising is a science.

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.

Advertising doesn't create a product advantage. It can only convey it.

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

Persuasion is not a science but an art