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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.

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
Always
Realms
Men
Poets
Poet
Design
Imagination
Facts
Jumped
Ideas
Realm
Real
Giants

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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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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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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.
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The difference between the forgettable and the enduring is artistry.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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You cannot sell a man who isn't listening word of mouth is the best medium of all and dullness won't sell your product, but neither will irrelevant brilliance.
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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 is the art of persuasion.
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The heart of creativity is discipline.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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It's not just what you say that stirs people. It's the way that you say it.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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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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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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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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