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

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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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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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Word of mouth is the best medium of all.
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Creativity is the most practical thing a businessman can employ.
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If your advertising goes unnoticed, everything else is academic!
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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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In communications, familiarity breeds apathy.
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Today's smartest advertising style is tomorrow's corn.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Persuasion is not a science but an art
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Properly practiced creativity can make one ad do the work of ten.
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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.
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Advertising doesn't create a product advantage. It can only convey it.
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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A principle isn't a principle until it costs you something.
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