I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising. Leo Burnett Read Quote
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. Leo Burnett Read Quote
There’s no such thing as ‘hard sell’ and ‘soft sell.’ There’s only ‘smart sell’ and ‘stupid sell.’ Leo Burnett Read Quote
I have learned that you can’t have good advertising without a good client, that you can’t keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for. Leo Burnett Read Quote
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. Leo Burnett Read Quote
If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all. Leo Burnett Read Quote
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 Read Quote
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself. Leo Burnett Read Quote
