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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.

William Bernbach

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Nature
Insight
Persons
Drive
Person
Instinct
Human
Core
Abut
Humans
Touch
Compulsions
Nothing
Powerful
Dominate
Things
Knowledge
Compulsion
Men
Action
Instincts

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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
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It's not just what you say that stirs people. It's the way that you say it.
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Nobody counts the number of ads you run they just remember the impression you make.
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Advertising doesn't create a product advantage. It can only convey it.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Word of mouth is the best medium of all.
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If your advertising goes unnoticed, everything else is academic!
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Today's smartest advertising style is tomorrow's corn.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Creativity is the most practical thing a businessman can employ.
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In advertising, not to be different is virtually suicidal.
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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The heart of creativity is discipline.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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