If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.
A good ad which is not run never produces sales.
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
I planned from about the time I was in my late 20s that I wanted to be retired from working for someone else by the time I was 50,
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 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.
Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
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.
Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.
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 have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.
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'.
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.
Don't tell people how good you make the goods tell the how good your goods make them.
If you are writing about baloney, don't try and make it Cornish hen, because that's the worst kind of baloney there is. Just make it darn good baloney.
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 sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
What helps people, helps business.
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
I regard a great ad as the most beautiful thing in the world.
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
There is no such thing as a permanent advertising success.
Plan the sale when you plan the ad.
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
Too many ads that try not to go over the reader's head end up beneath his notice.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
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Lou Gerstner - Steve Jobs - Les Brown - Larry Page - Ken Olsen - Jim Rohn - Jay Gould - Gordon Getty - Eric Schmidt - Akio Morita