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.

Advertising is the art of persuasion.

In advertising, not to be different is virtually suicidal.

Properly practiced creativity can make one ad do the work of ten.

Today's smartest advertising style is tomorrow's corn.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

Adapt your techniques to an idea, not an idea to your techniques.