 Advertising is only evil when it advertises evil things. |
| The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising. |
| There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers. |
| The more informative your advertising, the more persuasive it will be. |
| Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest. |
| The advertisers who believe in the selling power of jingles have never had to sell anything. |
| I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes. |
| Never stop testing, and your advertising will never stop improving. |
| Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom. |
| First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it. |
| Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine. |
| I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular. |
| The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace. |
| A good advertisement is one which sells the product without drawing attention to itself. |
| Leaders grasp nettles. |
| On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. |
| If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants. |
| I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. |
| Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. |
| The consumer isn't a moron; she is your wife. |
