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
A good ad which is not run never produces sales.
Interpretation
Advertising is essential for generating sales; without it, your efforts are wasted.
This quote by Leo Burnett emphasizes the importance of actually implementing advertising strategies in order to see sales results. It suggests that no matter how effective an advertisement may be, if it is not actively deployed, it will not contribute to business success, thereby highlighting the critical need for action in marketing.
In practice
In a marketing seminar to illustrate the necessity of advertising.
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.
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.
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.
Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader
People don't buy drills they buy holes
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.
A product for everyone rarely reaches much of anyone.
If your stories are all about your products and services, that's not storytelling. It's a brochure. Give yourself permission to make the story bigger.
Subscribe for the occasional hand-picked quote. No noise.