The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.

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.

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

A principle isn't a principle until it costs you something.

Persuasion is not a science but an art

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

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