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.
More Quotes from William Bernbach:
Advertising doesn't create a product advantage. It can only convey it.William Bernbach
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.
William Bernbach
Advertising isn't a science. It's persuasion. And persuasion is an art.
William Bernbach
We don't ask research to do what it was never meant to do, and that is to get an idea.
William Bernbach
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 about a man you can touch him at the core of his being.
William Bernbach
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