Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
Don’t tell me how good you make it; tell me how good it makes me when I use it.
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
What helps people, helps business.
Products are made in the factory, but brands are created in the mind.
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.
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.
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
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.
Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
A company in which anyone is afraid to speak up, to differ, to be daring and original, is closing the coffin door on itself.
Don't tell people how good you make the goods; tell the how good your goods make them.
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'.
Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
I am often asked how I got into the business. I didn't. The business got into me.
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.
Fun without sell gets nowhere, but sell without fun tends to become obnoxious.
There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
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
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