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.

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

Art teaches nothing, except the significance of life.

The present contains nothing more than the past, and what is found in the effect was already in the cause.

There are those, I know, who will reply that the liberation of humanity, the freedom of man and mind, is nothing but a dream. They are right. It is. It is the American Dream.

Well, after I had the heart attack, it was a very simple choice. What the doctor told me I did and I did it religiously. I ate nothing but lean turkey breast or chicken breast or a piece of fish that was very lean. I mean I stayed away from everything.

My life is so full of surprises, nothing surprises me any more.

Excuses change nothing, but make everyone feel better.

It is the privilege of the gods to want nothing, and of godlike men to want little.

They haul you up there for, you know, week after week in this kind of star chamber proceeding. Then at the end of it they say, well, we found nothing, but now it's time for special counsel.

Why are there beings at all, instead of Nothing?

Always, your work is the same: You have to tell a story, you have to make a character. It doesn't matter if there are thousands of dollars, millions behind it, or if there is nothing.

For years the Trio did nothing but play for musicians and other hip people. We practically starved to death.

There's nothing worse than talking about yourself to find out that you're not that interesting.

In the kingdom of heaven it is His work that will be crowned, not yours. Anything in you that He has not wrought Himself will count for nothing.

If nothing is to be done in the given situation, he must invent plausible reasons for doing nothing; and if something must be done, he must suggest the something. The unpardonable sin is to propose nothing, when action is imperative.

There is nothing more agreeable in life than to make peace with the Establishment - and nothing more corrupting.

There is sometimes a peculiar confusion in the West that equates progress to whatever is recent or whatever is new, and it is time we understood that progress has nothing to do with the chronology of an idea.

I think I had a more European outlook about the body and sex. The body is in no way dirty, and sex is something beautiful to give to and share with a lover. It has nothing to do with promiscuity, because I only believe in being in love with one man at a time.

Nothing is ever guaranteed, and all that came before doesn't predicate what you might do next.

There ain't nothing from the outside that can lick any of us.

Love is seeing without eyes, hearing without ears; hatred is nothing.