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It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass... →
A good advertisement is one which sells the product without drawing attention to itself.
Never stop testing, and your advertising will never stop improving.
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
The best ideas come as jokes. Make your thinking as funny as possible.
I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as... →
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can... →
The more informative your advertising, the more persuasive it will be.
I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use... →
If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we... →
Our business is infested with idiots who try to impress by using pretentious jargon.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to... →
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