Too many ads that try not to go over the reader's head end up beneath his notice. Leo Burnett More Quotes by Leo Burnett More Quotes From Leo Burnett I am often asked how I got into the business. I didn't. The business got into me. Leo Burnett Fun without sell gets nowhere, but sell without fun tends to become obnoxious. Leo Burnett obnoxious economy fun There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.' Leo Burnett smart educational funny The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders. Leo Burnett marketing educational organization A good ad which is not run never produces sales. Leo Burnett inspirational-sales motivational-sales running If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all. Leo Burnett turns educational writing I believe that superior creative work always has been, is, and always will be the hub of the wheel in any successful agency Leo Burnett agency successful believe 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 humorous writing trying 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. Leo Burnett agency dream needs There is no such thing as a permanent advertising success. Leo Burnett advertising economy permanent 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 advertising speech writing Steep yourself in your subject, work like hell, and love, honor and obey your hunches. Leo Burnett hell and-love honor Keep it simple. Let's do the obvious thing -the common thing- but let's do it uncommonly well. Leo Burnett obvious-things simple common Regardless of the moral issue, dishonesty in advertising has proved very unprofitable Leo Burnett issues moral honesty 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. Leo Burnett boss business trying Friction makes sparks and sparks start creative conflagrations. Leo Burnett sparks friction creative 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 irritation confusion noses I regard a great ad as the most beautiful thing in the world. Leo Burnett regard beautiful world 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. Leo Burnett advertising economy clients 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 very well in advertising. Leo Burnett educational people thinking
