70 Quotes by Leo Burnett

Keep it simple. Let’s do the obvious thing -the common thing- but let’s do it uncommonly well.

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

Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.’

I believe that superior creative work always has been, is, and always will be the hub of the wheel in any successful agency.

Let’s gear our advertising to sell goods, but let’s recognize also that advertising has a broad social responsibility.

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.

We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an 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.

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