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

#boss #client #creation #debilitating #good

If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all. ↗

— Leo Burnett

#business #customer #into #probably #turn

Plan the sale when you plan the ad. ↗

— Leo Burnett

#plan #sale #you

Regardless of the moral issue, dishonesty in advertising has proved very unprofitable. ↗

— Leo Burnett

#dishonesty #issue #moral #moral issue #proved

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

#creation #effective #familiar #into #new

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

#creation #effective #familiar #into #new

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

#advertising agency #agency #assembly #assembly line #cannot

There is no such thing as a permanent advertising success. ↗

— Leo Burnett

#permanent #success #such #thing

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

— Leo Burnett

#only #sell #smart #soft #stupid

To swear off making mistakes is very easy. All you have to do is swear off having ideas. ↗

— Leo Burnett

#having #ideas #making #making mistakes #mistakes