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 Quote

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
- Leo Burnett 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 Quote

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 Burnett Quote

Fun without sell gets nowhere but sell without fun tends to become obnoxious.
- Leo Burnett Quote

I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
- Leo Burnett Quote

I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.
- Leo Burnett Quote

I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
- Leo Burnett 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 Quote

I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.
- Leo Burnett Quote

If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
- Leo Burnett Quote

If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
- Leo Burnett Quote

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
- Leo Burnett 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 Quote

The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
- Leo Burnett Quote

The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
- Leo Burnett 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 Quote

There is no such thing as a permanent advertising success.
- Leo Burnett Quote

There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
- Leo Burnett Quote

To swear off making mistakes is very easy. All you have to do is to swear off having ideas.
- Leo Burnett Quote

Too many ads that try not to go over the reader's head end up beneath his notice.
- Leo Burnett Quote

We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
- Leo Burnett Quote

What helps people, helps business.
- Leo Burnett Quote

When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
- Leo Burnett Quote