Advertising Is The Art Of

The Real Giants Have Always Been Poets, Men Who Jumped From Facts Into The Realm Of Imagination And Ideas.

It's Not Just What You Say That Stirs People. It's The Way That You Say It.

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.

The World Has Progressed To The Point Where It's Most Powerful Force Is Public Opinion. And I Believe That In This World It Is Not The Great Book Or Epic Play, As Once Was The Case, That Will Shape That Opinion, But Those Who Understand Mass Media And The Techniques Of Mass Persuasion...we Must Not Just Believe In What We Sell. We Must Sell What We Believe In. And We Must Pour A Vast Energy Into Those Causes.

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.