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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

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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
Wells
Competitors
Well
Unfair
Take
Allowed
Advantage
Creativity
Lasts
Last
May
Legally

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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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A principle isn't a principle until it costs you something.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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Today's smartest advertising style is tomorrow's corn.
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Imitation can be commercial suicide.
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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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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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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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The heart of creativity is discipline.
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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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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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Persuasion is not a science but an art
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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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