I’ve learned any fool can write a bad ad, but it takes a real genius to keep his hands off a good one.
—Leo Burnett
Topics: 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.
—Leo Burnett
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
—Leo Burnett
Topics: Advertising
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
—Leo Burnett
Topics: Advertising
What helps people, helps business.
—Leo Burnett
Topics: Business
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
—Leo Burnett
Topics: Mistakes, Ideas
If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all.
—Leo Burnett
Topics: Customers
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
—Leo Burnett
Topics: Curiosity
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
—Leo Burnett
Topics: Advertising
Plan the sale when you plan the ad.
—Leo Burnett
Topics: Advertising
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 and pictures into new relationships.
—Leo Burnett
Topics: Advertising
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.
—Leo Burnett
Topics: Advertising
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
—Leo Burnett
Topics: Advertising, Business
Advertising is the ability to sense, interpret … to put the very heart throbs of a business into type, paper and ink.
—Leo Burnett
Topics: Advertising
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- Letty Cottin Pogrebin American Writer
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- Brenda Ueland American Journalist Memoirist
- Henry Adams American Historian
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