Quotes About Advertising

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

Do you think it childish to use a set of written principles to guide the management of an advertising agency? I can only tell you that mine have proved invaluable in keeping a complicated enterprise on course. Profit

Many security analysts still believe that agencies are a poor investment. Not so Warren Buffett, one of the most successful investors in the world. He has taken substantial positions in three publicly held agencies, and is quoted as saying, 'The best business is a royalty on the growth of others, requiring very little capital itself … such as the top international advertising agencies.' If

In my Confessions, I told how I started by making a list of the clients I most wanted – General Foods, Lever Brothers, Bristol Myers, Campbell Soup Company and Shell. It took time, but in due course I got them all, plus American Express, Sears Roebuck, IBM, Morgan Guaranty, Merrill Lynch and a few others, including

If the consumer does not perceive any real benefits in the brand, then no amount of ingenious advertising and selling can save it.

I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.

It is often charged that advertising can persuade people to buy inferior products. So it can – once. But the consumer perceives that the product is inferior and never buys it again. This causes grave financial loss to the manufacturer, whose profits come from repeat purchases. The best way to increase the sale of a product is to improve the product.

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

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on. All over the world.

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

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.

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.

Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.

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.

Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.

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

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

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As Your Life Flashes Before Your Eyes At The Point Of Death, Let's Hope The Ad Breaks Have Been Edited Out