Leo Burnett Quotes

54 quotes in 571 categories

• When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
• 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…
• Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
• Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
• Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there…
• I regard a great ad as the most beautiful thing in the world.
• I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
• The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
• 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…
• The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
• 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…
• 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 trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of…
• If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all.
• There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
• We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
• 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…
• A good ad which is not run never produces sales.
• 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…
• 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…

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