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

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

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

" The secret of long life is double careers. One to about age sixty, then another for the next thirty years. "

" First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it. "

Surround Yourself

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

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

" 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. "

" Never stop testing, and your advertising will never stop improving. "

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

" 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. "

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

" There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers. "

" 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. "

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

" 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. "

" Leaders grasp nettles. "

" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "

" 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. "

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

" 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. "

" A good advertisement is one which sells the product without drawing attention to itself. "

" The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account. "

" Don't bunt. Aim out of the ball park. Aim for the company of immortals. "

" If it doesn't sell, it isn't creative. "

" The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace. "

" Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest. "

" 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. "

" 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. "

" Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising. "

" You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. "