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.

- Leo Burnett

Fun without sell gets nowhere but sell without fun tends to become obnoxious.

- Leo Burnett

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

- Leo Burnett

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

- Leo Burnett

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.

- Leo Burnett

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

- Leo Burnett

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

- Leo Burnett

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

- Leo Burnett

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

- Leo Burnett

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

- Leo Burnett

A good ad which is not run never produces sales.

- Leo Burnett

I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.

- Leo Burnett

I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.

- Leo Burnett

Plan the sale when you plan the ad.

- Leo Burnett

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

- Leo Burnett

I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.

- Leo Burnett

Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.

- Leo Burnett

I regard a great ad as the most beautiful thing in the world.

- Leo Burnett

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.

- Leo Burnett

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

- Leo Burnett