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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.

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
Well
Blossom
Need
Cultivate
Right
Seed
Needs
Soil
Good
Seeds
Thinking
Flower
True

More quotes by William Bernbach

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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.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
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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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I warn you against believing that advertising is a science.
William Bernbach
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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.
William Bernbach
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Our job is to bring the dead facts to life.
William Bernbach
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
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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?
William Bernbach
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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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The difference between the forgettable and the enduring is artistry.
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Advertising is the art of persuasion.
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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.
William Bernbach
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Properly practiced creativity can make one ad do the work of ten.
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Imitation can be commercial suicide.
William Bernbach
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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.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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Persuasion is not a science but an art
William Bernbach
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An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach