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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.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
Plan the sale when you plan the ad.
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.
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
I regard a great ad as the most beautiful thing in the 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.
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.
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
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.
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
Forget The Past
Friends With Benefits
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