Imitation Can Be Commercial Suicide.

It Is Insight Into Human Nature That Is The Key To The Communicator's Skill. For Whereas The Writer Is Concerned With What He Puts Into His Writings, The Communicator Is Concerned With What The Reader Gets Out Of It. He Therefore Becomes A Student Of How People Read Or Listen.

Advertising Is The Art Of Persuasion.

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

Advertising Is Fundamentally Persuasion And Persuasion Happens To Be Not A Science, But An Art.

Don't Confuse Good Taste With The Absence Of Taste.