The arts not only imbue our sense of sight, balance, movement, touch and hearing, they also lift our logical minds – the traditional focus of modern education – into the reaches of possibility, invention and genius.

There is your audience. There is the language. There are the words that they use.

Breakthrough Advertising is not about building better mousetraps. It is, however, about building larger mice – and then building a terrifying fear of them in your customers.

The greatest mistake marketers make is trying to create demand.

This is the copywriters task: not to create mass desire – but to channel and direct it.

No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.