The Temptation To Entertain Instead Of Selling

Senior Men Have No Monopoly On Great Ideas. Nor Do Creative People. Some Of The Best Ideas Come From Account Executives, Researchers And Others. Encourage This, You Need All The Ideas You Can Get.

You Will Never Win Fame And Fortune Unless You Invent Big Ideas.

You Can't Save Souls In An Empty Church.

Big Ideas Come From The Unconscious. This Is True In Art, In Science, And In Advertising. But Your Unconscious Has To Be Well Informed, Or Your Idea Will Be Irrelevant. Stuff Your Conscious Mind With Information, Then Unhook Your Rational Thought Process. You Can Help This Process By Going For A Long Walk, Or Taking A Hot Bath, Or Drinking Half A Pint Of Claret. Suddenly, If The Telephone Line From Your Unconscious Is Open, A Big Idea Wells Up Within You.

The More Informative Your Advertising, The More Persuasive It Will Be. Before People Making A Buying Decision, They Have Many Questions. For Example, Why They Should Buy From You, Why Your Product Is Better Than Other Similar Products, Why They Should Trust You, And Why They Should Buy It Now, Etc.