Occupation: Businessman Birth: June 23, 1911 Death: July 21, 1999
Encourage innovation. Change is our lifeblood, stagnation our death knell..
Study the methods of your competitors and do the exact opposite..
Every advertisement is part of the long term investment in the personality of the brand..
Don't count the people that you reach, reach the people who count.
When you advertise fire extinguishers, open with the fire..
Write the way you talk. Naturally..
If you can’t be brilliant, at least be memorable.
Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand..
Tell the truth, but make the truth fascinating..
If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself..
If you want to be interesting, be interested..
Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea ….
You aren’t advertising to a standing army; you are advertising to a moving parade..
I never write fewer than sixteen headlines for a single advertisement..
Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels..
Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing t….
The more informative your advertising, the more persuasive it will be..
Creativity needs discipline and freedom..
Consumers don't think how they feel. They don't say what they think and they don't do what they say..
Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it..
Consumers do not buy products. They buy product benefits..