 Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink. |
| I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for. |
| What helps people, helps business. |
| I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one. |
| I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising. |
| If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all. |
| A good ad which is not run never produces sales. |
| There is no such thing as a permanent advertising success. |
| Plan the sale when you plan the ad. |
| Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. |
| There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.' |
| Curiosity about life in all of its aspects, I think, is still the secret of great creative people. |
| The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. |
| I regard a great ad as the most beautiful thing in the world. |
| Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.' |
| We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.' |
| When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either. |
| Regardless of the moral issue, dishonesty in advertising has proved very unprofitable. |
| Good advertising does not just circulate information. It penetrates the public mind with desires and belief. |
| A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'. |
