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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
8 Likes
8 Comments
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Too many ads that try not to go over the reader's head end up beneath his notice.
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There is no such thing as a permanent advertising success.
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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.
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The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
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Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
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Plan the sale when you plan the ad.
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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.
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If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
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I regard a great ad as the most beautiful thing in the world.
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