We never disparage the good old, nor do we dismiss the bold new. We study and learn from the legends and trendsetters. While we stay in touch with happenings in the world of business, we soak ourselves in Creative Arts, constantly sharing thoughts on best works in different disciplines.
It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product.
I do not know what I may appear to the world, but to myself I seem to have been only like a boy playing on the sea-shore, and diverting myself in now and then finding a smoother pebble or a prettier shell than ordinary, whilst the great ocean of truth lay all undiscovered before me.
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.
All good writing is swimming under water and holding your breath.
F. Scott Fitzgerald