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