You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.

I warn you against believing that advertising is a science.

Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

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.

An idea can turn to dust or magic, depending on the talent that rubs against it.

The heart of creativity is discipline.