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Leo Burnett Quotes

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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."

"If you are writing about baloney, don't try and make it Cornish hen, because that's the worst kind of baloney there is. Just make it darn good baloney."

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

"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."

"I regard a great ad as the most beautiful thing in the world."

"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."

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

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

"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'."

"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."

"What helps people, helps business."

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

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

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

"I have learned that it is far easier to write a speech about good advertising than it is to write a good ad."

"If you are writing about baloney, don't try to make it Cornish hen, because that is the worst kind of baloney there is. Just make it darned good baloney."

"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."

"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."

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

"Fun without sell gets nowhere but sell without fun tends to become obnoxious."

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