Life is hard. It’s even harder if you’re stupid

John Wayne

It is insight into human nature that is the key to the communicator’s skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

Bill Bernbach

Don’t make your audience work to understand your message

Vikki Ross, copywriting legend!

There are only two options: make progress or make excuses

Tony Robbins, Entrepreneur & Business Strategist

A unique selling proposition is no longer enough. Without a unique selling talent it may die

Bill Bernbach


Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.

Philip Kotler

I look at every advertisement which has appeared for competing products during the past 20 years

David Ogilvy, advertising legend