The heart of creativity is discipline.
The most powerful element in advertising is the truth.
Because an appeal makes logical sense is no guarantee that it will work.
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.
Persuasion is not a science but an art
Never do anything yourself that you can hire someone else to do, especially if they can do it better.