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" Advertising is only evil when it advertises evil things. "

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" On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. "

" I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years. "

" Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga. "

" Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine. "

" I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. "

" The more informative your advertising, the more persuasive it will be. "

" I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular. "

" It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. "

" If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising. "

" Leaders grasp nettles. "

" Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped. "

" Ninety-nine percent of advertising doesn't sell much of anything. "

" The best ideas come as jokes. Make your thinking as funny as possible. "

" Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous. "

" Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. "

" Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. "

" The advertisers who believe in the selling power of jingles have never had to sell anything. "

" There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs. "

" Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom. "

" Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible. "

" 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. "

" Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them. "

" I do not regard advertising as entertainment or an art form, but as a medium of information. "

" In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. "

" Our business is infested with idiots who try to impress by using pretentious jargon. "

" Advertising reflects the mores of society, but it does not influence them. "

" It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye. "

" Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. "

" The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising. "

" Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product. "