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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
More quotes by William Bernbach
You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
William Bernbach
Imitation can be commercial suicide.
William Bernbach
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
William Bernbach
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?
William Bernbach
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
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.
William Bernbach
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
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.
William Bernbach
Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
In communications, familiarity breeds apathy.
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
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
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.
William Bernbach
Word of mouth is the best medium of all.
William Bernbach
If your advertising goes unnoticed, everything else is academic!
William Bernbach
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Advertising is the art of persuasion.
William Bernbach
