Advertising can help build your reputation, but don’t expect your ads to change your presentation, lighting, and decor. You’ve got to do that on your own.
Nothing stirs up a whirlwind of controversy quite so quickly as radical advertising.
Try to see your customer’s needs as she sees her needs. Walk a mile in her shoes before you talk to her about how her feet feel.
If people aren’t complaining about your ads, you must be doing something wrong.
Successful companies don’t spend their ad dollars training their customers to wait for a sale.
Most ads are about the product or the company that makes it. Such ads yield disappointing results. The best ads are about the customer and how the product will change his life.
The business that considers itself immune to the necessity of advertising sooner or later finds itself immune to business.
A good intellectual ad begins by delivering a punch line directly to a felt need, then quickly substantiating any claims made during the opening statement. Today’s public prefers that you prove what you say.
Bad advertising is like home movies. In your ads, please, never point the camera at yourself. You’re just not that interesting.
In your advertising, you must choose between boredom, shouting, and seduction. Which do you choose?