Leo Burnett (1891 – 1971)Created his own ad agency in Chicago in 1935. He was know for his creative approach to advertising.
Here is a collection of some of his more well know quotes regarding his theories of advertising. I think many of these same principles hold true to direct mail as well.
These quotes are from a book of quotations called “Masters of Advertising”.
“Good advertising does not just circulate information. It penetrates the public mind with desires and belief.”
“Advertising says to people, here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.”
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
“Fun without sell gets nowhere, but sell without fun tends to become obnoxious.”
“If you don’t get noticed, you don’t have anything. You have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.”
“When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.”
Yoav