Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
You can't save souls in an empty church.
We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.
The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
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.
Big ideas are usually simple ideas.
It takes uncommon guts to stick to one style in the face of all the pressures to 'come up with something new' every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains to create a coherent image, and the stability to stick with it over a long period.
The best ideas come as jokes. Make your thinking as funny as possible.
Our business is infested with idiots who try to impress by using pretentious jargon.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
Nobody has ever built a brand by imitating somebody else's advertising.
If you can’t advertise yourself, what hope do you have of advertising anything else?
In most agencies, account executives outnumber the copywriters two to one. If you were a dairy farmer, would you employ twice as many milkers as you had cows?
Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
Every ad is an investment in the long-term image of a brand.
The consumer isn't a moron; she is your wife.
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.
Sound an alarm! Advertising, not deals, builds brands.
The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
A good advertisement is one which sells the product without drawing attention to itself.
Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
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