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I warn you against believing that advertising is a science.
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
Because an appeal makes logical sense is no guarantee that it will work.
An idea can turn to dust or magic, depending on the talent that rubs against it.
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
Advertising doesn't create a product advantage. It can only convey it.
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being.
With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what we CAN say in our ads is forever narrowing and the sharpest tool left for us is HOW we say it.
Properly practiced creativity can make one ad do the work of ten.
Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
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