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"Because an appeal makes logical sense is no guarantee that it will work."
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"Have convictions. Be friendly. Stick to your beliefs as they stick to theirs. Work as hard as they do."
"A good work ethic is not so much a concern for hard work but rather one for responsibility. There have been a great many men and women who have in fact used work or hustle or selfish ambition as an escape from real responsibility, an escape from purpose. In matters such as these, the hard worker is just as dysfunctional as the sloth."
"Ruth Cole was a novelist, novelists are not at their best when they go off half-cocked. She believed that she would prepare what she was going to tell the police - preferably in writing."
"The great work must inevitably be obscure, except to the very few, to those who like the author himself are initiated into the mysteries. Communication then is secondary: it is perpetuation which is important. For this only one good reader is necessary."
"We try, when we wake, to lay the new day at God's feet; before we have finished shaving, it becomes our day and God's share in it is felt as a tribute which we must pay out of 'our own' pocket, a deduction from the time which ought, we feel, to be 'our own'. A man starts a new job with a sense of vocation and, perhaps, for the first week still keeps the discharge of the vocation as his end, taking the pleasures and pains from God's hand, as they came, as 'accidents'. But in the second week he is beginning to 'know the ropes': by the third, he has quarried out of the total job his own plan for himself within that job, and when he can pursue this he feels that he is getting no more than his rights, and when he cannot, that he is being interfered."
"How many a rustic Milton has passed by Stifling the speechless longings of his heart In unremitting drudgery and care! How many a vulgar Cato has compelled His energies no longer tameless then To mould a pin or fabricate a nail!"
Explore more quotes by William Bernbach
"You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen."
"A great ad campaign will make a bad product fail faster. It will get more people to know it's bad."
"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."
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