An idea can turn to dust or magic, depending on the talent that rubs against it.

An idea can turn to dust or magic, depending on the talent that rubs against it.

Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

An idea can turn to dust or magic, depending on the talent that rubs against it.

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.

I warn you against believing that advertising is a science.