Adapt your techniques to an idea, not an idea to your techniques.
Imitation can be commercial suicide.
Advertising doesn't create a product advantage. It can only convey it.
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.
The difference between the forgettable and the enduring is artistry.
It's not just what you say that stirs people. It's the way that you say it.