Don’t try to trick the prospect. Advertising is not a debate. It’s a seduction. - Al Ries

the professionals who are opposed to advertising say it downgrades their profession. And it does. To advertise effectively today, you have to get off your pedestal and put your ear to the ground. You have to get on the same wavelength as the prospect. In advertising, dignity as well as pride goeth before destruction, and a haughty spirit before a fall.

All truth is relative. Relative to your mind or the mind of another human being. When you say, 'I’m right and the next person is wrong,' all you’re really saying is that you’re a better perceiver than someone else.

The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.