If your advertising goes unnoticed, everything else is academic!

Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

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.

It's not just what you say that stirs people. It's the way that you say it.

Never do anything yourself that you can hire someone else to do, especially if they can do it better.

Research can trap you into the past.