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The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

Leo Burnett

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.

What helps people, helps business.

Leo Burnett

Business

People

The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.

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

May

Stars

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

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

Leo Burnett

Hell

Want

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

Leo Burnett

End

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

Leo Burnett

Ideas

Mistakes

There is no such thing as a permanent advertising success.

Leo Burnett

Success

Advertising

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.

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.

Leo Burnett

Advertising

Dishonesty

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

Leo Burnett

Fun

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

Art