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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.

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
Business
Sells
Cannot
Mouth
Best
Product
Dullness
Men
Mouths
Brilliance
Neither
Irrelevant
Products
Medium
Listening
Mediums
Word
Sell

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Don't confuse good taste with the absence of taste.
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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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Advertising is the art of persuasion.
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A principle isn't a principle until it costs you something.
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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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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
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The difference between the forgettable and the enduring is artistry.
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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An idea can turn to dust or magic, depending on the talent that rubs against 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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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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I warn you against believing that advertising is a science.
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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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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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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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Properly practiced creativity can make one ad do the work of ten.
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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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Imitation can be commercial suicide.
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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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