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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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"Musicians do not get on stage without hearing the song singing inside of them. Poets do not write as if they are jotting down a sermon, they see everything in their subconscious before presenting it to the conscious, which they later turn to readable materials. Artist do not draw and paint without painting in dream states, trance, or see an art form that others do not see. Being creative does not calls for being any supernatural entity, but in creating with the entities inside of you."
"I have found, in short, from reading my own writing, that my subject in fiction is the action of grace in territory largely held by the devil.I have also found that what I write is read by an audience which puts little stock either in grace or the devil. You discover your audience at the same time and in the same way that you discover your subject, but it is an added blow."
"It doesn't say anywhere in the Constitution this idea of the separation of church and state."
"Unfortunately, bureaucratic problems at the federal level are causing many other small Washington companies to be denied federal funding that would help transfer their ideas from their laboratories into our homes and hospitals."
"But writing poems and letters doesn't seem to do much good."
"My home is attached to a study - in fact, my home is my study, and I have a little room to sleep in. I need to write looking onto the street or a landscape. Looking at reality from some distance gives me romantic visions."
"Actually ideas are everywhere. It's the paperwork, that is, sitting down and thinking them into a coherent story, trying to find just the right words, that can and usually does get to be labor."
"Now is not the time for bigots and racists. No time for sexists and homophobes. Now, more than ever, is the time for ARTISTS. It's time for us to rise above and to create. To show humanity. To spread hope. We must prevent society from destroying itself, from losing its way. Now is the time for love."
"Generally, people who are good at writing letters have no need to write letters. They've got plenty of life to lead inside their own context."
Explore more quotes by 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."
"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."
"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."
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