Cooperatize Journal

There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules … but there’s one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion. – William Bernbach

Nobody reads ads. People read what interests them, sometimes it’s an ad. – Howard Luck Gossage

People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising. – Mark Zuckerberg, Facebook

The philosophy behind much advertising is based on the old observation that every man is really two men — the man he is and the man he wants to be. – William Feather