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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
Must
Believed
Economically
Make
Accepted
Practiced
Claims
Sales
Result
Urgent
Creativity
Lift
Swamp
Design
Properly
Swamps
Results
Achieved
Sameness
Greater
Lifts
Persuasive
More quotes by William Bernbach
Creativity is the most practical thing a businessman can employ.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
Imitation can be commercial suicide.
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If your advertising goes unnoticed, everything else is academic!
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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The heart of creativity is discipline.
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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?
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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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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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Don't confuse good taste with the absence of taste.
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Advertising is the art of persuasion.
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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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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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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
Research can trap you into the past.
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
For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
William Bernbach
