In advertising, not to be different is virtually suicidal.
William BernbachRead
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.
Interpretation
What this quote means
Truth requires belief, which comes from effective communication and creativity.
This quote emphasizes the intricacies of effective communication, highlighting that for truth to be acknowledged and believed, it must first be articulated in an engaging and original manner. It underscores the idea that listeners must be captivated and attentive to truly understand and accept what is being conveyed, suggesting that creativity and imagination are essential components of impactful communication.
Themes
TruthCommunicationBeliefImaginationEngagement
In practice
Example use cases
In a speech about effective leadership, you might say, 'Remember, the truth isn't the truth until people believe you.'
More from William Bernbach
All quotes →Don't confuse good taste with the absence of taste.
William BernbachRead
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.
William BernbachRead
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 BernbachRead
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William BernbachRead
Let us prove to the world that good taste, good art, and good writing can be good selling.
William BernbachRead
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