Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
What helps people, helps business.
Don’t tell me how good you make it; tell me how good it makes me when I use it.
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.
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
Products are made in the factory, but brands are created in the mind.
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.
Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.
There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
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'.
A good ad which is not run never produces sales.
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.
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
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.
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all.
I believe that superior creative work always has been, is, and always will be the hub of the wheel in any successful agency
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 that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.
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