Adapt your techniques to an idea, not an idea to your techniques.
The most powerful element in advertising is the truth.
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
Creativity is the most practical thing a businessman can employ.
Because an appeal makes logical sense is no guarantee that it will work.
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.