Advertising is the ability to sense, interpret.. To put the very heart throbs of a business into type, paper and ink.
What helps people, helps business.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
I am often asked how I got into the business. I didn't. The business got into me.