A Principle Isn't A Principle Until It

Find The Simple Story In The Product, And Present It In An Articulate And Intelligent, Persuasive Way.

You Have To Live With Your Product, You Have To Know It Through And Through, You Have To Look At It, Understand It, Love It Then, And Only Then, You Can Crystallize In One Clear Thought, One Single Theme, What Must Be Conveyed About The Product To The Consumer.

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.

Adapt Your Techniques To An Idea, Not An Idea To Your Techniques.

All Of Us Who Professionally Use The Mass Media Are The Shapers Of Society. We Can Vulgarise That Society. We Can Brutalise It. Or We Can Help Lift It Onto A Higher Level.