Our job is to sell our clients’ merchandise… not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
The product that will not sell without advertising will not sell profitably with advertising.
Albert Lasker, head of Lord & Thomas advertising agency
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.
The Great Idea in advertising is far more than the sum of the recognition scores, the ratings and all the other superficial indicators of its success; it is in the realm of myth, to which measurements can not apply.
Man’s mind, once stretched by a new idea, never regains its original dimensions.
Oliver Wendell Holmes
People don’t want to be “marketed TO”; they want to be “communicated WITH”.
If the circus is coming to town and you paint a sign saying “Circus Coming to the Fairground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.
If anything goes bad, I did it. If anything goes semi-good, we did it. If
anything goes really good, then you did it. That’s all it takes to get people to win football games for you.
Paul William “Bear” Bryant
I try to do the right thing at the right time. They may just be little things, but usually they make the difference between winning and losing.