Imitation can be commercial suicide.

Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

Our job is to bring the dead facts to life.

The most powerful element in advertising is the truth.

Imitation can be commercial suicide.

Because an appeal makes logical sense is no guarantee that it will work.

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.