Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
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A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.
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Too many ads that try not to go over the reader's head end up beneath his notice.
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To swear off making mistakes is very easy. All you have to do is swear off having ideas.
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If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
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Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
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If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
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When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
