“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
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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.
Leo Burnett 
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There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
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Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
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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.
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Too many ads that try not to go over the reader's head end up beneath his notice.
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