Jason Fox Quotes
101 Jason Fox Quotes
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Don’t confuse a simple execution with a simple message. The former is optional; the latter, mandatory.
Jason Fox
If your campaign’s sole means of measuring success is a coupon code, it’s already failed.
Jason Fox
If you undermine the creative – either the work or the team – with the client, I’ll undermine you with HR.
Jason Fox
Learning to phrase ‘doing that would be stupid and wrong’ in a way that makes the client smile is a skill worth mastering.
Jason Fox
Don you remember the last bullet point you read? Me neither. Impact requires craft.
Jason Fox
‘But some people won’t get this’ is one of the first signs your ad might actually work.
Jason Fox
The only action you can bore someone into is ignoring you.
Jason Fox
Advertising is 95% less subjective than most account people would have you believe. But that’s just my opinion.
Jason Fox
‘We can do a million ads like this’ should never be uttered by someone who’s yet to write a single one.
Jason Fox
Being ‘direct’ is not the same as being persuasive.
Jason Fox
Shouting will garner you a lot of attention, but few friends.
Jason Fox
Dearest account sup: It’s not the client’s suggestion is ‘too hard’ for us to do. It’s simply ‘too wrong.’
Jason Fox
Copy & design create an ad’s internal rhythm. Even if they can’t describe it, consumers know when the beat is off.
Jason Fox
It’s okay to have a singular style as long as it fits the voice of the one client you’re allowed.
Jason Fox
Let others wonder how you do what you do. Just be thankful you can.
Jason Fox
Make your brand the strong call to action.
Jason Fox
If you can’t say why it’s wrong, don’t say that it’s wrong.
Jason Fox
A brand doesn’t need a unique position in the market as much as a unique position in consumers’ minds.
Jason Fox
The Next Big Thing is rarely discovered by people looking for The Next Big Thing.
Jason Fox
Always assume no one wants to hear what your ad has to say, then give them a reason to.
Jason Fox
There’s a place where copywriters never use the phrase ‘there’s a place.’ It’s called ‘in my presence.’
Jason Fox
This copy is not… dramatic.
Jason Fox
I prefer psychographics to demographics. Party because they’re useful. Partly because they sound dangerous.
Jason Fox
While anyone can be creative, real creatives can be nothing but. Lucky us.
Jason Fox
The dumbest consumer can easily outwit the smartest brand manager, or creative director. Sigh.
Jason Fox
Dearest client, in the end, cheap work costs you plenty. Love,
Jason Fox
If meetings solved problems, the world would’ve achieved utopia on August 14, 1973.
Jason Fox
Stop putting the work number one and you’ll soon be deep in number two.
Jason Fox
Never start a conversation with a yawn.
Jason Fox
It’s not caution we’re throwing to the wind, it’s fear.
Jason Fox
Make it smart. Make it beautiful. Have fun.
Jason Fox
An ad should be an appetizer, not a buffet.
Jason Fox
Sometimes you have to play the villain with the client before you can make them look like a hero with the public.
Jason Fox
If it’s been done, do it better. If it hasn’t been done, do it so well that better is not an option.
Jason Fox
We will never discover tomorrow’s greatness by desperately clinging to what is barely tolerable today.
Jason Fox
It is nearly impossible, as a person or a brand, to truly stand for something and not, in due course, stand out.
Jason Fox
Sooner is better than later, but it’s never better than better.
Jason Fox
Safety last.
Jason Fox
Wise men have beards. Wise beards have apps.
Jason Fox
Work that is too clever isn’t.
Jason Fox
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