For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.

There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

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

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Persuasion is not a science but an art

It's not just what you say that stirs people. It's the way that you say it.