Our job is to bring the dead facts to life.

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

The reporter is the daily prisoner of clocked facts. On all working days, he is expected to do his best in one swift swipe at each story.

As far as I know, only a small minority of mathematicians, even of those with Platonist views, accept the idea that there may be mathematical facts which are true but unknowable.

Facts do not speak for themselves. They speak for or against competing theories. Facts divorced from theories or visions are mere isolated curiosities.

The truth is more important than the facts.

Rude contact with facts chased my visions and dreams quickly away, and in their stead I beheld the horrors, the corruption, the evils and hypocrisy of society, and as I stood among them, a young wife, a great wail of agony went out from my soul.

We don't focus as much in schools on educational knowledge which requires thinking and application, as we do on acquiring facts.

He is indebted to his memory for his jests and to his imagination for his facts.

Facts, according to my ideas, are merely the elements of truths, and not the truths themselves; of all matters there are none so utterly useless by themselves as your mere matters of fact.

The intelligence investigation under the leadership of Senator Church, which I know has helped cause this investigation by you, points out that the agencies did not disclose certain facts to us and that certain plots were going on.

There are no eternal facts, as there are no absolute truths.

Facts can be turned into art if one is artful enough.

Exclusively oral cultures are unencumbered by dead knowledge, dead facts. Libraries, on the other hand, are full of them.

Truth in science is always determined from observational facts.

I have fully cooperated with the investigation and before the grand jury, and I'm quite confident at the end of the day that we'll know what facts are in this particular case.

When it comes to atoms, language can be used only as in poetry. The poet, too, is not nearly so concerned with describing facts as with creating images.

Neither facts nor pictures seem to sink into our centers of feeling any more.

One of the most obvious facts about grown-ups, to a child, is that they have forgotten what it is like to be a child.

I knew the wild riders and the vacant land were about to vanish forever... and the more I considered the subject, the bigger the forever loomed. Without knowing how to do it, I began to record some facts around me, and the more I looked the more the panorama unfolded.

Facts are, insurance ratings are really dependent on the notion that some people are higher risk than others.

To do so, we are creating a Fairness for Switzerland Committee that will not only disseminate some of the facts, but also protect a relationship that is important to all of us in North America.