And I Quote


“Let us prove to the world that good taste, good art, and good writing can be good selling.”  —William Bernbach

“The first draft of anything is shit.” —Ernest Hemingway

“Copy is a direct conversation with the consumer.” —Shirley Polykoff

“Resist the usual.” —Raymond Rubicam

“Consumers do not buy products. They buy product benefits.” —David Ogilvy

“In writing good advertising it is necessary to put a mood into words and to transfer that mood to the reader.” —Helen Woodward

“Nobody reads ads. People read what interests them. Sometimes it’s an ad.” —Howard Gossage

“The best way to get a good idea is to get a lot of ideas.” —Linus Pauling

“Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising’.” —Jef Richards

“We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad.’” —Leo Burnett

“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.”  – Leo Burnett

“I don’t know how to speak to everybody, only to somebody.” Howard Gossage

“Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.” – Eugene Schwartz

“The most powerful element in advertising is the truth.”  —William Bernbach

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”    –  Leo Burnett

“Powerful copywriting isn’t always flowery or complex. In fact, some of the best-known marketing is incredibly basic; like Nike’s “Just Do It,” or IBM’s “We Make It Happen.”

“Substitute ‘damn’ every time you’re inclined to write ‘very;” your editor will delete it and the writing will be just as it should be.”

A mediocre idea that generates enthusiasm will go further than a great idea that inspires no one. – Mary Kay Ash

There is no such thing as ‘soft sell’ and ‘hard sell.’ There is only ‘smart sell’ and ‘stupid sell. – Charles Browder

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’.   – Leo Burnett

Sometimes the most important job advertising can do, is to clarify the obvious. – Jay Chiat

Playing safe is probably the most unsafe thing in the world. You cannot stand still. You must go forward. – Robert Collier

There are no rules here – we’re trying to accomplish something. – Thomas A. Edison

We don’t want to be something for everybody, we want to be everything for some people. – Carlos Ghosh

Advertising is Salesmanship in Print. – John E. Kennedy\

Good artists copy. Great artists steal.  – Pablo Picasso

Let’s try honesty.  – John E. Powers\

What do you want from me? Fine writing? Or do you want to see the goddamned sales curve stop moving down and start moving up?   – Rosser Reeves

Resist the usual.  – Raymond Rubicam


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