Consumers do not buy products. They buy product benefits.
Don't count the people that you reach, reach the people who count
Tell the truth, but make the truth fascinating.
Write the way you talk. Naturally.
Study the methods of your competitors and do the exact opposite.
When you advertise fire extinguishers, open with the fire.
If you can’t be brilliant, at least be memorable
Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
Every advertisement is part of the long term investment in the personality of the brand.
I never write fewer than sixteen headlines for a single advertisement.
If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
If you want to be interesting, be interested.
Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
Compete with the immortals
Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work.
You aren’t advertising to a standing army; you are advertising to a moving parade.
Encourage innovation. Change is our lifeblood, stagnation our death knell.
Unless your campaign has a big idea, it will pass like a ship in the night.
Creativity needs discipline and freedom.
Within every brand is a product, but not every product is a brand.
Consumers don't think how they feel. They don't say what they think and they don't do what they say.
The best idea is the simplest.
We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.
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