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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. "

Leo Burnett

Words

Relationships

New

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" 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. "

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

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

Leo Burnett

Run

Good

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

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

" What helps people, helps business. "

" 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. "

" A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'. "

" 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. "

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

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

Leo Burnett

Over

Head

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

" 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. "

" 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. "

" 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. "

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

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

" 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. "

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

" 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. "

" 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. "

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

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