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

In communications, familiarity breeds apathy.

You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.

You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.

We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.

Word of mouth is the best medium of all.

Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?