Word of mouth is the best medium of all.

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

I never understood a word John Cassavetes said. And I think he did that deliberately.

In common use almost every word has many shades of meaning, and therefore needs to be interpreted by the context.

I don't know of many evangelicals who want to deny gay couples their legal rights. However, most of us don't want to call it marriage, because we think that word has religious connotations, and we're not ready to see it used in ways that offend us.

I want to promote poetry to the point where you got all the baldhead kids running around doing poetry, getting the music out of the way and having only words, the spoken word, and then see what happens.

It seems inevitable that the magic of the written word will fade.

The closer the look one takes at a word, the greater distance from which it looks back.

In a word, if any kind of slavery can be vindicated by the Holy Scriptures, we are already sure our making and holding the Negroes our slaves, as we do, cannot be vindicated by any thing we can find there, but is condemned by the whole of divine revelation.

It is a common temptation of Satan to make us give up the reading of the Word and prayer when our enjoyment is gone; as if it were of no use to read the Scriptures when we do not enjoy them, and as if it were no use to pray when we have no spirit of prayer.

I don't stare at a sheet of paper and try to think of a good word to use. I try to see where the story should go.

But the way people commonly use the word nowadays it means something all of whose parts are mutually interdependent - not only for their mutual action, but for their meaning and for their existence.

And that's how I start myself. I usually go back a couple of pages, maybe to the beginning of the chapter, and I start reading. And as I'm reading, I'm tweaking - putting in a different word, changing the syntax, putting that clause over there, you know that sort of thing.

A palindrome is a word or pattern that instead of developing in different directions it folds in on itself so that the beginning and end mirror each other, that they are the same.

These things don't just come, arrive and settle like a bird picking up a few bits of crumbs. They develop. I think the best word for these things is develop. They develop because of the human beings who just happen to be there at the time.

The word 'romance,' according to the dictionary, means excitement, adventure, and something extremely real. Romance should last a lifetime.

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.

Obedience to the word in humility of mind never confuses.

In God's world, for those who are in earnest, there is no failure. No work truly done, no word earnestly spoken, no sacrifice freely made, was ever made in vain.

I am not a prophet in any sense of the word, and I entertain an active and intense dislike of the foregoing mixture of optimism, fatalism, and conservatism.

If I were assigned poems I suppose I'd write more of them but it is entirely voluntary and for the most part ignored in the market sense of the word so the language to me is most intimate, most important, most sublime and most satisfying when it gets done.

Often we can help each other most by leaving each other alone; at other times we need the hand-grasp and the word of cheer.