Quotes About Communication

All my experience says that for a great many products, long copy sells more than short.

Promise, large promise is the soul of an advertisement,' said Samuel Johnson.

Rosser Reeves: 'Do you want fine writing? Do you want masterpieces? Or do you want to see the goddamned sales curve start moving up?

Quando dite qualcosa assicuratevi di averlo detto.

Queen Victoria complained that Gladstone talked to her as if he were addressing a public meeting. She preferred Disraeli, who talked to her like a human being. When you write copy, follow Disraeli's example.

The final test of a leader is the feeling you have when you leave his presence after a conference. Have you a feeling of uplift and confidence?' Alcoholics

Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives.

When I write an advertisement, I don't want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product.

My brother Francis wrote a letter in Greek to the headmasters of private schools, selling cooking stoves. When some wrote back that they could not read Greek, he sent them another letter – in Latin. This produced orders.

It follows that your advertising should consistently project the same image, year after year. This is difficult to achieve, because there are always forces at work to change the advertising

If it doesn't sell, it isn't creative.

The consumer isn't a moron. She is your wife.

I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.

What you say in advertising is more important than how you say it.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don't want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product.

Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your headline has to compete with 350 others. Readers travel fast through this jungle. Your headline should telegraph what you want to say.

Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points.

The headlines which work best are those which promise the reader a benefit

Sound an alarm! Advertising, not deals, builds brands.

Only amateurs use short copy.

On average, helpful information is read by 75 per cent more people than copy which deals only with the product. This ad told how Rinso gets out stains. It was read and remembered

ROSCO: I haven't been happy with my part, Bunny. It's totally underwritten. Just listen to that last line, for instance! Who could do anything with "It's totally underwritten?" Where's the heart in a line like that? Where's the character?

If I do not destroy the "family," the "family" will destroy me. —R. D. Laing