I Warn You Against Believing

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

Nothing Is So Powerful As An Insight Into Human Nature... What Compulsions Drive A Man, What Instincts Dominate His Action. If You Know These Things Abut A Person, You Can Touch Him At The Core Of His Being.

Advertising Doesn't Create A Product Advantage. It Can Only Convey It.

Adapt Your Techniques To An Idea, Not An Idea To Your Techniques.

Properly Practiced Creativity Must Result In Greater Sales More Economically Achieved. Properly Practiced Creativity Can Lift Your Claims Out Of The Swamp Of Sameness And Make Them Accepted, Believed, Persuasive, Urgent.