There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
More Quotes from Leo Burnett:
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.Leo Burnett
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.
Leo Burnett
Plan the sale when you plan the ad.
Leo Burnett
I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
Leo Burnett
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
Leo Burnett
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Leo Burnett
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