In communications, familiarity breeds apathy.
From William Bernbach
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.
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
I warn you against believing that advertising is a science.
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.
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?
The most powerful element in advertising is the truth.
Advertising doesn't create a product advantage. It can only convey it.
Today's smartest advertising style is tomorrow's corn.
12 perspectives
9 perspectives
7 perspectives
2 perspectives
1 perspectives