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.

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

I warn you against believing that advertising is a science.

Because an appeal makes logical sense is no guarantee that it will work.

For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.

Our job is to bring the dead facts to life.

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