Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.
A meaningless statement remains meaningless no matter how often it’s heard.
A good story often increases the salability of an item without increasing its actual value.
Turning the other cheek isn’t submissive. It’s defiant.
The risk of insult is the price of clarity.
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.
Having the right message is what matters. It’s not who you reach, it’s what you say.
The risk of insult is the price of clarity. To be clearly understood one must speak the simple, essential truth as plainly as he is able.
Passion doesn’t create commitment; commitment creates passion. To what are you committed?
If you’re not worried that you’re pricing it too cheap, you’re not pricing it cheap enough.
Rich Christiansen is one of the most insightful, practical and cost-conscious entrepreneurs in the world today. Listen to Rich. He won’t steer you wrong.
Strings of gravity vibrate at a different frequency than strings of light.
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.
Use half as many words and they’ll hit twice as hard.
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.
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.
A polarizing mission statement forces the reader to choose between two sides of a line drawn in the sand. Rare is the business owner who has the courage to craft such a statement.
What this means is that the first week of every new series of ads will continue to yield softer results than you can expect to see in weeks two and three.
Writing good ads is easy when you have something to say.
The first step in persuasion is to entice your target to imagine doing the thing you want them to do.