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" 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. "

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" 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. "

" 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. "

" Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. "

" 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. "

" 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. "

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

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

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

" 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. "

" 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. "

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

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

" 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. "

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

" 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. "

" 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. "

" The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. "

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

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

" 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. "

" 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. "

" 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. "

" 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 people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write. "

" 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. "

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

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