Here’s today’s Leo:
“If you’re not fertile and imaginative and full of wonder and curiosity, I urge you to stay away from advertising.” — Leo Burnett
In The Art of Writing Advertising | Conversations with Masters of the Craft, AdAge Interviewer Denis Higgins talks to Leo Burnett:
Q: Well, one of the things I wanted to ask you, Mr Burnett — touching on what you’ve said — did you find writing ad copy more difficult than writing newspaper copy?
A: Much more difficult, yes, because it has to be so much more compact and yet it has to deliver the facts, too. I learned a lot from newspapers as to how to communicate and how to put color and interest into advertising copy. But finding the magic things to say about a product that would interest people and evoke their interest and lead them by the hand to the conclusion that they should buy something — that was another art, really. I had at least acquired facility for putting words together and…