“Our job is to sell our clients' merchandise... not ourselves. Our job is to kill…” — William Bernbach

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.

Properly practiced creativity can make one ad do the work of ten.

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?