Meaning: The quote "If you have a good selling idea, your secretary can write your ad for you" by Morris Hite, a prominent businessman, encapsulates the essence of effective advertising and the power of a compelling concept. Morris Hite, co-founder of the advertising agency Tracy-Locke, understood the importance of a strong selling proposition and the role of creativity in marketing. This quote suggests that a great idea is the foundation of successful advertising, and that with a clear concept, even the execution of the ad can be delegated to someone else, such as a secretary.

Hite's quote underscores the significance of a unique and persuasive selling idea in advertising. It emphasizes that the core of any successful marketing campaign lies in the strength of the concept behind it. In today's competitive business landscape, where consumers are bombarded with countless advertisements daily, a captivating and original selling idea is crucial for cutting through the noise and capturing the audience's attention. Without a compelling concept, even the most skillfully crafted ad copy may fall flat.

Moreover, the quote also addresses the collaborative nature of effective advertising. Hite's suggestion that a secretary can write the ad for a good selling idea highlights the role of teamwork and the importance of leveraging the strengths of individuals within an organization. While the idea may originate from the business owner or a creative team, the execution of the ad can be entrusted to someone with the necessary writing skills, such as a secretary, freeing up the originator to focus on other aspects of the business.

From a practical standpoint, Hite's quote also underscores the notion that effective advertising is not solely dependent on the prowess of a copywriter or advertising professional. It suggests that a well-defined concept can guide the creation of the ad, allowing individuals with varying skill sets to contribute to the advertising process. This aligns with the modern approach to advertising, where diverse teams collaborate to bring a campaign to life, drawing on the unique talents and perspectives of each team member.

Furthermore, the quote reflects the democratization of creativity within the advertising industry. It implies that a great idea can come from anyone within an organization, regardless of their official role or title. This democratization of creativity aligns with the evolving landscape of advertising, where companies are increasingly recognizing the value of fostering a culture of innovation and idea generation across all levels of the organization.

In conclusion, Morris Hite's quote "If you have a good selling idea, your secretary can write your ad for you" encapsulates the essence of effective advertising, emphasizing the importance of a strong selling proposition, the collaborative nature of advertising, and the democratization of creativity within the industry. It serves as a reminder that at the heart of any successful advertising campaign lies a compelling and original concept, which can be brought to life through collaboration and the diverse talents present within an organization.