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" Leaders grasp nettles. "

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

" 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. "

" 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

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

" 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. "

" 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. "

" 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. "

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

" 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. "

" 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. "

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

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

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

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

" 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. "

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

" What you say in advertising is more important than how you say it. "

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

" 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. "

" Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. "

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

" 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. "

" 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. "

" 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. "

" The consumer isn't a moron; she is your wife. "

" 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. "

" It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy. "

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

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

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