"The truth isn't the truth until people believe you, and they can't believe you if..."

This "We try harder" ad for Avis was 
developed by Doyle, Dane & Bernbach 
and is considered part of one of the  
"The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly." 
 - William Bernbach, advertising man

Quote is found in "Hey, Whipple, Squeeze This" by Luke Sullivan>>

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