Business, Marketing and Advetising Quotations From Some Famous Experts!

Profound And Profitable
Words Of Wisdom

On The Value Of Effective Marketing
And Advertising...

"The best looking merchandise won’t sell without the intelligent persuasion of somebody’s words."

Elmer Wheeler

"Advertising is salesmanship in print. Its principles are the principles of salesmanship… The only purpose of advertising is to make sales."

Claude Hopkins

"Salesmanship is the art and science of serving the needs of a market by helping them overcome their natural resistance to purchasing something that is ultimately to their advantage and far more valuable to them than the money they exchange for it."

Carl Galletti

"Advertising is the ability to sense, interpret… to put the very heart throbs of a business into type, paper and ink."

Leo Burnett

"Advertising is the lubricant for the free-enterprise system."

Leo Arthur Kelmenson

"The business that considers itself immune to the necessity of advertising, sooner or later finds itself immune to business."

Derby Brown

"Advertising is the greatest art form of the twentieth century. Ads are (today’s) cave art."

Marshall McLuhan

"Advertising is actually a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force—an extension, if you will, of the merchant who cries aloud about his wares."

Rosser Reeves

"The simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print."

Daniel Starch

"Your object in all advertising is to buy new customers at a price which pays a profit."

Claude Hopkins

"Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.’"

Leo Burnett

"I do not regard advertising as entertainment or an art form, but as a medium of information."

David Ogilvy

"Advertising nourishes the consuming power of men. It sets up before a man a goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production."

Winston Churchill

"Many a small thing has been made large by the right kind of advertising."

Mark Twain

Advertising Secrets Of The Masters

"If your advertising goes unnoticed, everything else is academic."

William Bernbach

"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

"The first thing one must do to succeed in advertising is to have the attention of the reader. That means to be interesting. The next thing is to stick to the truth, and that means rectifying whatever’s wrong in the merchant’s business. If the truth isn’t tellable, fix it so it is. That is about all there is to it."

John E. Powers, 19th Century copywriter

"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

"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

"The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly."

William Bernbach

"There is no such thing as ‘soft sell’ and ‘hard sell’ There is only ‘smart sell’ and ‘stupid sell.’"

Charles Browder

"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read."

Leo Burnett

"The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value."

Morris Hite

"Promise, large promise, is the soul of an advertisement."

Samuel Johnson, English author

"I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive."

David Ogilvy

"You must make the product interesting, not just make the ad different. And that’s what too many copywriters don’t yet understand."

Rosser Reeves

"The mystery of writing advertisements consists mainly in saying in a few plain words exactly what it is desired to say, precisely as it would be written in a letter or told to an acquaintance."

George P. Rowell (as quoted in Advertiser’s Gazette July 1870)

"Properly practiced creativity can make one ad do the work of ten."

William Bernbach

"Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent."

William Bernbach

"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

"You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen."

William Bernbach

"No matter how skillful you are, you can’t invent a product advantage that doesn’t exist. And if you do, and it’s just a gimmick, it’s going to fall apart anyway."

William Bernbach

"It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea."

David Ogilvy

"It is not uncommon for a change in headlines to multiply returns from five to ten times over."

Claude Hopkins

"When you once get a person’s full attention, then is the time to accomplish all you ever hope with him. Bring all your good arguments to bear. Cover every phase of your subject. One fact appeals to some, one to another. Omit any one and a certain percentage will lose the fact which might convince. In one reading of an advertisement, one decides for or against a proposition."