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Advertising doesn't create a product advantage. It can only convey it.
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being.
With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what we CAN say in our ads is forever narrowing and the sharpest tool left for us is HOW we say it.
Properly practiced creativity can make one ad do the work of ten.
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.
All I Want Is You
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