Rules are what the artist breaks; the memorable never emerged from a formula.

There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

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

Creativity is the most practical thing a businessman can employ.

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

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Advertising is the art of persuasion.