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" A good ad which is not run never produces sales. "

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" The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. "

" What helps people, helps business. "

" The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself. "

" When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either. "

Reach For The Stars

" 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. "

" 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. "

" There is no such thing as a permanent advertising success. "

" I regard a great ad as the most beautiful thing in the world. "

" Too many ads that try not to go over the reader's head end up beneath his notice. "

" I have learned that it is far easier to write a speech about good advertising than it is to write a good ad. "

" Good advertising does not just circulate information. It penetrates the public mind with desires and belief. "

" I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one. "

" Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.' "

" The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line. "

" To swear off making mistakes is very easy. All you have to do is swear off having ideas. "

" Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink. "

" Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. "

" Curiosity about life in all of its aspects, I think, is still the secret of great creative people. "

" I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for. "

" 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. "

" If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all. "

" 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. "

" Regardless of the moral issue, dishonesty in advertising has proved very unprofitable. "

" Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising. "