No Matter How Skillful You Are, You

Rules Are What The Artist Breaks; The Memorable Never Emerged From A Formula.

There Are A Lot Of Great Technicians In Advertising. And Unfortunately They Talk The Best Game. They Know All The Rules. They Can Tell You That People In An Ad Will Get You Greater Readership. They Can Tell You That A Sentence Should Be This Short Or That Long. They Can Tell You That Body Copy Should Be Broken Up For Easier Reading. They Can Give You Fact After Fact After Fact. They Are The Scientists Of Advertising. But There's One Little Rub. Advertising Is Fundamentally Persuasion And Persuasion Happens To Be Not A Science, But An Art.

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.

A Great Ad Campaign Will Make A Bad Product Fail Faster. It Will Get More People To Know It's Bad.

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.