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Persuasion is not a science but an art

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
Science
Art

More quotes by William Bernbach

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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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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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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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A principle isn't a principle until it costs you something.
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Properly practiced creativity can make one ad do the work of ten.
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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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Creativity is the most practical thing a businessman can employ.
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Word of mouth is the best medium of all.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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If your advertising goes unnoticed, everything else is academic!
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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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The heart of creativity is discipline.
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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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Advertising is the art of persuasion.
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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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