A smart man makes a mistake, learns from it, and never makes that mistake again.But a wise man finds a smart man and learns from him how to avoid the mistake altogether.
Have you heard of this new thing called the internet? It's giving people new expectations. It's allowing them to become their own expert. Knowledge lies anxious at their fingertips. Gloss over the truth in your advertising and you'll quickly be dismissed as a poser.
In a thousand words I can have the Lord's Prayer, the 23rd Psalm, the Hippocratic Oath, a sonnet by Shakespeare, the Preamble to the Constitution, Lincoln's Gettysburg Address and almost all of the Boy Scout Oath. Now exactly what picture were you planning to trade for all that?
It is a lack of commitment, not a lack of talent, that damns you to mediocrity.
The first step in exceeding your customer's expectations is to know those expectations.
If you're not worried that you're pricing it too cheap, you're not pricing it cheap enough.
In marketing you must choose between boredom, shouting and seduction. Which do you want?
Preparation, mastery, can help you overcome your fear, but mastery alone is not enough. There has to be something you want that’s worth more to you than your fear.
It appears that the media filters we carry in our heads are like computers: they've been forced to get faster in order to keep up with the demands our high-speed society puts on them.
Everyone is broken a little, I think, and the most broken of all are those who pretend they are not.
The person who achieves spectacular failure has at least attempted something bold. Failure is a temporary condition. Success is likewise temporary. Life, itself, is temporary - so quit hesitating. Do something!
String Theory describes energy and matter as being composed of tiny, wiggling strands of energy that look like strings. And the pitch of a string's vibration determines the nature of its effect.
Our actions are all that separate our daydreams from our goals.
Opportunity never knocks. It hangs thick in the air all around you. You breathe it unthinking, and dissipate it with your sighs.
Consequently, a young business often grows by large percentages. Mature businesses rarely do.
In essence, String Theory describes space and time, matter and energy, gravity and light, indeed all of God's creation as music.
The risk of insult is the price of clarity.
Having the right message is what matters. It's not who you reach, it's what you say.
Human beings are creators, flinging powerful images into the minds of their fellow men. And all of these images are built of tiny particles of thought.
Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.
If you want the truth to prevail, you must cause people to realize the truth. This requires much more skill than is required to simply tell it.
Month after month, Wizard Academy equips people who want to make a difference. This is why journalists and scientists and artists and educators and business owners and advertising professionals and ministers are attracted to our little school.
Guard the secret theater of your heart.
See nothing there that you do not want to see happen in reality.
Numerals are images of amounts. But the amounts they represent are real.
Most ads are about the product or the company that makes it...the best ads are about the customer and how the product will change his life.
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