Quotes of All Topics . Occasions . Authors
This is no lazy mans field
People don't buy from clowns.
Genius is the art of taking pains
Never be led in new paths by the blind
Changing people's habits is very expensive
Address the people you seek, and them only
The right name is an advertisement in itself.
Advertising is much like war, minus the venom
Curiosity is one of the strongest human incentives
Picture what others wish to be, not what they may be now
If a claim is worth making, make it in the most impressive way.
Don't think of people in the mass. That gives you a blurred view.
We cannot go after thousands of men until we learn how to win one.
Impressive claims are made far more impressive by making them exact
The weight of an argument may often be multiplied by making it specific
The advertising man who spares the midnight oil will never get very far.
Don't, to gain general and useless attention, sacrifice the attention that you want
Platitudes and generalities roll off the human understanding like water from a duck.
The time has come when advertising in some hands has reached the status of a science.
The time has come when advertising has in some hands reached the status of a science.
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
The man who wins out and survives does so only because of superior science and strategy.
A man coined to superlative must expect that his every statement will be taken with some caution
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves
The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action
Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.
Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring
The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know
Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way
Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table
The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it
Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.
No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value
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
Advertising is utterly unprofitable, and I could prove it to you in one week. End an ad with an offer to pay five dollars to anyone who writes you that he read the ad through. The scarcity of replies will amaze you.
Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.
People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted
The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement
On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick
"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make
Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause