Words matter. These are the best Leo Burnett Quotes, and they’re great for sharing with your friends.
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
There is no such thing as a permanent advertising success.
Plan the sale when you plan the ad.
Too many ads that try not to go over the reader’s head end up beneath his notice.
Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.’
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.
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
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 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.
When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.
We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad.’
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.
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.
There’s no such thing as ‘hard sell’ and ‘soft sell.’ There’s only ‘smart sell’ and ‘stupid sell.’
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
I regard a great ad as the most beautiful thing in the world.
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
What helps people, helps business.
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’.
