Top 34 Quotes by Leo Burnett

What helps people, helps business.

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.

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'.

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.

Plan the sale when you plan the ad.

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.

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.

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

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