In advertising, not to be different is virtually suicidal.
An idea can turn to dust or magic, depending on the talent that rubs against it.
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
Our job is to bring the dead facts to life.
It's not just what you say that stirs people. It's the way that you say it.
The most powerful element in advertising is the truth.