Leo Burnett

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

“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.”

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

“There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'”

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

“A good ad which is not run never produces sales.”

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

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

“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'.”

“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.”

“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.”

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