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Advertising is the art of persuasion.

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
Persuasion
Advertising
Art

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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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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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Persuasion is not a science but an art
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You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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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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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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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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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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Properly practiced creativity can make one ad do the work of ten.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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If your advertising goes unnoticed, everything else is academic!
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Creativity is the most practical thing a businessman can employ.
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Because an appeal makes logical sense is no guarantee that it will work.
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In communications, familiarity breeds apathy.
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The heart of creativity is discipline.
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