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.
Our job is to bring the dead facts to life.
I warn you against believing that advertising is a science.
Today's smartest advertising style is tomorrow's corn.
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
Properly practiced creativity can make one ad do the work of ten.
