Don't Tell People How Good

Curiosity About Life In All Of Its Aspects, I Think, Is Still The Secret Of Great Creative People.

Anyone Who Thinks That People Can Be Fooled Or Pushed Around Has An Inaccurate And Pretty Low Estimate Of People - And He Won't Do Very Well In Advertising.

The Sole Purpose Of Business Is Service. The Sole Purpose Of Advertising Is Explaining The Service Which Business Renders.

Plan The Sale When You Plan The Ad

Make It Simple. Make It Memorable. Make It Inviting To Look At. Make It Fun To Read.