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.

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

This sounds an extraordinary statement to make, but in fact all truth is very ordinary.

Back then, the excise tax was designed to be a luxury tax for people who owned telephones.

The main reason why a daughter needs a dad is to show her that not all boys are like the ones who hurt her.

I want to have lots of bodyguards around me and be surrounded by beautiful women while watching my brother play at Wimbledon.

There are two different types of leader. A person can either be like a thermometer or a thermostat. A thermometer will tell you what the temperature is. A thermostat will not only tell you what the temperature is, but it'll move you to the temperature you need to get to.

Sometimes I dress like what I want for lunch, because all I can think about is having a tuna sandwich.

I feel good about my life.

It's not that difficult to win. It's more difficult to win consistently and stay on top.

Anyone who knows me knows that I am really into hair. I'm a real girly girl and love doing my hair and experimenting with different styles.

The beauty of an art project is that you cannot always measure the impact, but one day it can become clear.

With 6 kids, I still pay off my student loans. I still pay my mortgage. I drive a used minivan. If you think I'm living high off the hog, I've got one paycheck.

It's different hearing girls I don't even know scream my name.

Dancing can reveal all the mystery that music conceals.

Republicans working in leadership and the trenches are largely old, white, male, out-of-touch, out of ideas, technology averse, and living in the past.

When I was learning by myself, despite my parents, despite my teachers, despite society, when I was fighting for building my life as a young wire walker at age 16, I didn't have feelings, I had certainties.

At 20, you're cocky and you think you can rule the world, and you get it all wrong.

I have no fear of losing my life - if I have to save a koala or a crocodile or a kangaroo or a snake, mate, I will save it.

The overwhelming message of the Atonement is the perfect love the Savior has for each and all of us. It is a love which is full of mercy, patience, grace, equity, long-suffering, and, above all, forgiving.

If anger proceeds from a great cause, it turns to fury; if from a small cause, it is peevishness; and so is always either terrible or ridiculous.

I was coming off of a lot of psyche meds and other things.