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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
Results
Achieved
Sameness
Greater
Lifts
Persuasive
Must
Believed
Economically
Make
Accepted
Practiced
Claims
Sales
Result
Urgent
Creativity
Lift
Swamp
Design
Properly
Swamps
More quotes by William Bernbach
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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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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Advertising doesn't create a product advantage. It can only convey it.
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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
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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I warn you against believing that advertising is a science.
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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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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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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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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.
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Adapt your techniques to an idea, not an idea to your techniques.
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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
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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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Advertising is the art of persuasion.
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.
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
