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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
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Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
Leo Burnett
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Leo Burnett
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
Leo Burnett
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
Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.
Leo Burnett
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
Leo Burnett
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 some writers think.
Leo Burnett
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
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Leo Burnett
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Leo Burnett
I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
Leo Burnett
There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
Leo Burnett
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
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
I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.
Leo Burnett
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
Leo Burnett
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Leo Burnett
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
A good ad which is not run never produces sales.
Leo Burnett
I regard a great ad as the most beautiful thing in the world.
Leo Burnett
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
Leo Burnett
What helps people, helps business.
Leo Burnett
Too many ads that try not to go over the reader's head end up beneath his notice.
Leo Burnett
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 or without tricks.
Leo Burnett
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
Leo Burnett
Plan the sale when you plan the ad.
Leo Burnett
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Leo Burnett
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
Leo Burnett
The secret of all effective 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
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
There is no such thing as a permanent advertising success.
Leo Burnett
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 cannot be fun in business.
Leo Burnett
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
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
Curiosity about life in all of its aspects I think is still the secret of great creative people.
Leo Burnett
Theres no such thing as hard sell and soft sell. Theres only smart sell and stupid sell.
Leo Burnett
Keep it simple. Let's do the obvious thing the common thing but let's do it uncommonly well.
Leo Burnett
There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.
Fairfax Cone
Religious advertising is undergoing a dramatic conversion.
Lisa Miller
In our factory, we make lipstick. In our advertising, we sell hope.
Peter Nivio Zarlenga
The simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print.
Daniel Starch
In advertising, not to be different is virtual suicide.
Thornton Wilder
It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'.
Morris Hite
Young people are threatened... by the evil use of advertising techniques that stimulate the natural inclination to avoid hard work by promising the immediate satisfaction of every desire.
Pope John Paul II
I saw a subliminal advertising executive, but only for a second.
Steven Wright
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
Advertising is totally unnecessary. Unless you hope to make money.
Jef I. Richards
Advertising is the art of making whole lies out of half truths.
Edgar A. Shoaff