“Properly practiced creativity can make one ad do the work of ten.” — William Bernbach

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.

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.

In advertising not to be different is virtually suicidal.

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?