Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.

There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'

The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'

If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all.