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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
Claims
Sales
Result
Urgent
Creativity
Lift
Swamp
Design
Properly
Swamps
Results
Achieved
Sameness
Greater
Lifts
Persuasive
Must
Believed
Economically
Make
Accepted
Practiced
More quotes by William Bernbach
Adapt your techniques to an idea, not an idea to your techniques.
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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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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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Advertising is the art of persuasion.
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Advertising doesn't create a product advantage. It can only convey it.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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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.
William Bernbach
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach
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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Persuasion is not a science but an art
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Rules are what the artist breaks the memorable never emerged from a formula.
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The heart of creativity is discipline.
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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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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.
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Our job is to bring the dead facts to life.
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Don't confuse good taste with the absence of taste.
William Bernbach
If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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The difference between the forgettable and the enduring is artistry.
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In communications, familiarity breeds apathy.
William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
