Today's smartest advertising style is tomorrow's corn.
Because an appeal makes logical sense is no guarantee that it will work.
Imitation can be commercial suicide.
Research can trap you into the past.
Adapt your techniques to an idea, not an idea to your techniques.
Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.