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Properly practiced creativity can make one ad do the work of ten.

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
Practiced
Ads
Properly
Ten
Creativity
Belief
Work
Make

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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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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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Rules are what the artist breaks the memorable never emerged from a formula.
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The difference between the forgettable and the enduring is artistry.
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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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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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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The heart of creativity is discipline.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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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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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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It's not just what you say that stirs people. It's the way that you say it.
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Creativity is the most practical thing a businessman can employ.
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Our job is to bring the dead facts to life.
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I warn you against believing that advertising is a science.
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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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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.
William Bernbach