Leo Burnett Quotes
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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.
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We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
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I believe that superior creative work always has been, is, and always will be the hub of the wheel in any successful agency
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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'.
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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.
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Steep yourself in your subject, work like hell, and love, honor and obey your hunches.
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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.
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Regardless of the moral issue, dishonesty in advertising has proved very unprofitable
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Good advertising is a happy wedding of words and pictures, not a contest between them.
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Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.
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There is no such thing as a permanent advertising success.
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Don't tell people how good you make the goods; tell the how good your goods make them.
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Fun without sell gets nowhere, but sell without fun tends to become obnoxious.
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Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
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There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
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Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.
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A good ad which is not run never produces sales.
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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.
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I think a smart woman can sell the average man anything.
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Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.
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Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.
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I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.
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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.
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Don’t tell me how good you make it; tell me how good it makes me when I use it.
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Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
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Keep it simple. Let's do the obvious thing -the common thing- but let's do it uncommonly well.
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The most dangerous thing that can happen to us, I think, is to permit a feeling to develop that any client is a problem. I have always taken the attitude that no account is a 'problem account' but that all accounts have important problems attached to them - that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it. It sure gives you a nice, warm glow when you do.
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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.
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Friction makes sparks and sparks start creative conflagrations.
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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.
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