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

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" 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. "

" 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. "

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

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

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

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

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

" I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes. "

" Leaders grasp nettles. "

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

" 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. "

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

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

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

" 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. "

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

" 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. "

" 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. "

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

" 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. "

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

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

" 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

" 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. "

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

" 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. "

" 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. "

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

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