Quote

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

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
Make
Accepted
Practiced
Claims
Sales
Result
Urgent
Creativity
Lift
Swamp
Design
Properly
Swamps
Results
Achieved
Sameness
Greater
Lifts
Persuasive
Must
Believed
Economically

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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.
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Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
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Creativity is the most practical thing a businessman can employ.
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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 heart of creativity is discipline.
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Our job is to bring the dead facts to life.
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Word of mouth is the best medium of all.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Persuasion is not a science but an art
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Today's smartest advertising style is tomorrow's corn.
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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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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In advertising, not to be different is virtually suicidal.
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Advertising is the art of persuasion.
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In communications, familiarity breeds apathy.
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Don't confuse good taste with the absence of taste.
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Nobody counts the number of ads you run they just remember the impression you make.
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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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