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

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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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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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A principle isn't a principle until it costs you something.
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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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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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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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In advertising, not to be different is virtually suicidal.
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I warn you against believing that advertising is a science.
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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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Creativity is the most practical thing a businessman can employ.
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The heart of creativity is discipline.
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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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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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It's not just what you say that stirs people. It's the way that you say it.
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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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