What you learn is more important than what you earn.
People who think well, write well
Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.
The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.
The more informative your advertising, the more persuasive it will be.
We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.
The majority of business men are not capable of an original thought, simply because they cannot escape the tyranny of reason.
I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.
You will never win fame and fortune unless you invent big ideas.
Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work.
If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
Positioning should be decided before the advertising is created
The temptation to entertain instead of selling is contagious.
I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive. People love to read stories. They like to know you as a real person who has your struggle, pain, success and failure, etc. One well-known example is Jared Fogle's weight loss story which made millions of dollars for Subway. Start to collect your stories from today and use them in your ad campaigns.
Where people aren't having any fun, they seldom produce good work.
Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.
Play to win, but enjoy the fun.
Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.
You cannot bore people into buying your product - you can only interest them in buying it.
The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
Lazy and superficial men and women do not produce superior work.
No sale, no commission. No commission, no eat. That made an impression on me.
Be more ambitious. Don't bunt. When you get a job to do a story or an ad, try and hit the ball out of the park every time
Never stop testing, and your advertising will never stop improving.
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