Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
William Bernbach

Freedom to differ is not limited to things that do not matter mush. That would be a mere shadow of freedom. The test of its substance is the right to differ as to things that touch the heart of the existing order.
Robert Jackson

God is the universal substance in existing things. He comprises all things. He is the fountain of all being. In Him exists everything that is.
Lucius Annaeus Seneca

God should not be called an individual substance, since the principal of individuation is matter.
Thomas Aquinas

Guilt upon the conscience, like rust upon iron, both defiles and consumes it, gnawing and creeping into it, as that does which at last eats out the very heart and substance of the metal.
Bishop Robert South

High office teaches decision making, not substance. It consumes intellectual capital; it does not create it. Most high officials leave office with the perceptions and insights with which they entered; they learn how to make decisions but not what decisions to make.
Henry A. Kissinger

I am an invisible man. I am a man of substance, of flesh and bone, fiber and liquids - and I might even be said to possess a mind. I am invisible, understand, simply because people refuse to see me.
Ralph Ellison

I can see now that a concept or even a feeling makes no sense unless out of our substance we spin around it a web of references, of relationships, of values.
Ella Maillart

I have never taken any substance to enhance my performance.
Kelli White

I knew that this was what I wanted to talk about on stage. There was no point being coy about it, or pretending that I wasn't gay. That was the substance of my whole act. If you took that away, there would be nothing left.
Julian Clary

I lost my hair mixing a substance called white gunpowder on the kitchen table.
Mark Oliphant

I maintain also that substances, whether material or immaterial, cannot be conceived in their bare essence without any activity, activity being of the essence of substance in general.
Gottfried Leibniz

I think Chappelle set the bar when he came out with his show. To be as great as him or greater you have to push it a little further - as long as there's substance in terms of the material.
Aries Spears

I tried to do the commercial thing. But I don't want to keep shoving Twinkies down everyone's throat. People are hungry for something of more substance.
Lili Taylor

I work with The National Center on Addiction and Substance Abuse at Columbia University. I sit proudly as one of only two recovering addicts on their board.
Jamie Lee Curtis

I'd like people to listen to our soldiers. They were there. They heard the alarms go off. They tasted the substance in the air. They spit up blood. They had rashes on their bodies. They got sick.
Christopher Shays

I've been taking my time now between projects looking for stuff that has a little bit more substance, that isn't surface. Some of the films that I've done in the past really were surface.
Christian Slater

In the age of television, image becomes more important than substance.
S. I. Hayakawa

In the coming year, I believe we can make sure America lives up to its legacy as a land of opportunity if the President is willing to back up his rhetoric with substance.
Ron Kind

In the issue war in Iraq, it was very clear to me that the policies that were being espoused by neoconservatives were totally devoid of substance - but they marketed it wonderfully.
Joseph C. Wilson