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'. — Leo Burnett Copy Share Image
I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation… — Leo Burnett Copy Share Image
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… — Leo Burnett Copy Share Image
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all. — Leo Burnett Copy Share Image
I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of… — Leo Burnett Copy Share Image
Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash. — Leo Burnett Copy Share Image
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad. — Leo Burnett Copy Share Image
Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness. — Leo Burnett Copy Share Image
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't… — Leo Burnett Copy Share Image
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink. — Leo Burnett Copy Share Image
When you reach for the stars, you may not quite get them, but you won't come up with a handful of mud either. — Leo Burnett Copy Share Image
