Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
Leo BurnettRead
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.
Interpretation
Understanding human nature is crucial in advertising; underestimating people can lead to failure.
This quote emphasizes the importance of recognizing the intelligence and perceptiveness of individuals. Leo Burnett suggests that those involved in advertising must have a realistic appreciation of people’s understanding and emotional intelligence; a failure to do so can result in ineffective marketing strategies and poor results in the field.
In practice
In a marketing seminar when discussing the importance of understanding the audience.
Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
A good ad which is not run never produces sales.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Too many ads that try not to go over the reader's head end up beneath his notice.
Plan the sale when you plan the ad.
Between two products equal in price, function and quality, the one with the most attractive exterior will win.
Your story needs to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse.
The advertisers who believe in the selling power of jingles have never had to sell anything.
Persuasion has become a kind of force. The more the advertiser knows about what consumers want, and the more desires the product and packaging seek to fulfill, the more coercive the force.
Advertising tends to be most effective in jogging finally into action those people who are well-enough disposed towards a product, but have not yet got around to buying it.
If you have more money than brains, you should focus on outbound marketing, If you have more brains than money, you should focus on inbound marketing.
Subscribe for the occasional hand-picked quote. No noise.