When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.
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.
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Plan the sale when you plan the ad.
Advertising is the ability to sense, interpret.. To put the very heart throbs of a business into type, paper and ink.
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.
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.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
What helps people, helps business.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.