Because an appeal makes logical sense is no guarantee that it will work.

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.

We don't ask research to do what it was never meant to do, and that is to get an idea.

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?

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

Advertising doesn't create a product advantage. It can only convey it.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

The most powerful element in advertising is the truth.

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.

Nobody counts the number of ads you run; they just remember the impression you make.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

An idea can turn to dust or magic, depending on the talent that rubs against it.

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.

In advertising not to be different is virtually suicidal.

You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.

In communications, familiarity breeds apathy.

Today's smartest advertising style is tomorrow's corn.

Properly practiced creativity can make one ad do the work of ten.

I warn you against believing that advertising is a science.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

If your advertising goes unnoticed, everything else is academic.

Our job is to bring the dead facts to life.

Word of mouth is the best medium of all.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Because an appeal makes logical sense is no guarantee that it will work.

All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.

A principle isn't a principle until it costs you something.

We don't ask research to do what it was never meant to do, and that is to get an idea

Christians should never fail to sense the operation of an angelic glory. It forever eclipses the world of demonic powers, as the sun does a candle's light.

I grew up with art from the innocent age of ten - with art, but with no sense of identity.

It is the ability to take a joke, not make one, that proves you have a sense of humor.

I have met with some of them - very honest fellows, who, with all their stupidity, had a kind of intelligence and an upright good sense, which cannot be the characteristics of fools.

What we're doing is fun - if you have any sense of humor at all!

It was frightening because it was the first time I had gotten a sense of how serious the problem was. It became clear from his notes that he felt the president himself was involved.

Nothing is more pleasing and engaging than the sense of having conferred benefits. Not even the gratification of receiving them.

You've got to have a sense of humor to keep your sanity.

My music is so often like a lullaby I write to myself to make sense of things I can't tie together, or things I've lost, or things I'll never have.

I am not this big celebrity, but it gets really crazy. You have to go through the nuts of blowing up, in a sense, and then figuring out how to live your life with that.

It's not so much the amount of tax we pay - it's the sense that our pocket's being picked without our knowing what's going on.

The best executive is one who has sense enough to pick good people to do what he wants done, and self-restraint enough to keep from meddling with them while they do it.

What keeps me going is a constant sense of disappointment with what I've already done.

The art which we may call generally art of the wayside, as opposed to that which is the business of men's lives, is, in the best sense of the word, Grotesque.

Having a sense of purpose is having a sense of self. A course to plot is a destination to hope for.

From this bestial view that the human mind consists of only sense certainty, pleasure and pain, Locke developed an equally bestial theory of the nation. Man originally existed in a State of Nature of complete liberty.

I feel lazy when I'm not working. I learned all my business sense from my dad. He always believed in me, and I think the last thing he said to me before he passed away was, 'I know you're gonna be OK. I'm not worried about you'.

Reducing the budget for Amtrak makes no sense unless the Administration is prepared to implement a reform strategy which can be supported by the budget request.

By obtaining a sense of its place in the unfolding drama of life, set in an ecological theatre, so we can understand why it has become one of the leading players.

There seems to be this sense among even well-meaning Americans that Africa is this black hole of murder and mutilation that can never be fixed, no matter what aid is brought in.