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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
Greater
Lifts
Persuasive
Must
Believed
Economically
Make
Accepted
Practiced
Claims
Sales
Result
Urgent
Creativity
Lift
Swamp

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I warn you against believing that advertising is a science.
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Research can trap you into the past.
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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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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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Creativity is the most practical thing a businessman can employ.
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Word of mouth is the best medium of all.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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Our job is to bring the dead facts to life.
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Today's smartest advertising style is tomorrow's corn.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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Advertising doesn't create a product advantage. It can only convey it.
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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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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