A Quote 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.
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I look at John Lee Hooker and Muddy Waters, guys who had a fantastic longevity, and I learned something from them. They didn't try to sell records. They weren't saying, 'Ok, what can I write, what can I do in the studio that will sell?' They were just doing their thing, and people picked up on it. I like the idea of that.
There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
Be you. Make sure you're saying something when you're saying something. It's important to sound like you, to feel like you, to be like you. Be you.
Advertising agencies come to you and they are great fans, they are great creative people themselves, but they ask you to do something, and you say, "Well, we will, we'll create something together." And it is work. It's like you're doing something and they're saying, "Change this" and "Change that." It's not hard, horrible work, but creatively it's not just freedom.
Once you have sold a customer, make sure he is satisfied with your goods. Stay with him until the goods are used up or worn out. Your product may be of such long life that you will never sell him again, but he will sell you and your product to his friends.
I went from selling everything to saying, 'I ain't gonna sell that. Can't do it.' It wasn't working for me, so I was just like, 'Yo, I'm going to sell my talent.'
We're trying to sell peace, like a product, you know, and sell it like people sell soap or soft drinks. And it's the only way to get people aware that peace is possible, and it isn't just inevitable to have violence. Not just war - all forms of violence.
Every time I'm in the studio, I always think of my professor in undergrad. He was like, "There are so many artists in the world. If you're going to be an artist, make sure you have something to say. Don't just be an artist and put out bullshit. Have something to say." I guess that would be my philosophy and something I think about all the time. Every day when I'm in the studio I hear him and I see him. I remember him saying it in class. So that's something that I always want to make sure I have: I'm saying something with the work.
I do feel like I'm in this lucky position where I can write something and people will read it, and I feel like I should say something that's probably worth saying... I feel like it's something worth saying, and one more person saying it is better.
You wake up and you feel - what? Heaviness, an ache inside, a weight, yes. A soft crumpling of the flesh. A feeling like all the surfaces inside you have been rubbed raw. A voice in your head - no, not voices, not like hearing voices, nothing that crazy, just your own inner voice, the one that says 'Turn left at the corner' or 'Don't forget to stop at the post office,' only now it's saying, 'I hate myself.' It's saying, 'I want to die.'
We don't sell a watch to give time. We sell a piece of art. We sell an object that represents something to you, you know. It's like you have a nice shirt or a nice jacket. It's like a luxury accessories that can be considered like shoes or like handbags for ladies.
The reason we went into jewelry was we were trying to cater to our consigner base, who was saying, 'Can you sell this for me? Can you sell that?' And we said, 'You can bring in your jewelry and watches; we have a gemology and a watch expert on site.' And it just exploded our business.
I'm not saying this because I'm looking for a soft cushion wherever I'm heading, I just feel that I've got thousands and thousands of young fans that have to learn about what's real when it comes to AIDS. Like the others before me, I would like to turn my own problem into something good that will reach out to all my homeboys and their kin. Because I want to save their asses before it's too late.
When I had to say something that I didn't like to Turkey, but of which I was sure, I said it, with the consequences that you all know [Editor's note: a reference to his comments on the Armenian Genocide]. I said these words ... I was sure
You have something to say. Something of your very own. Try to say it. Don't be ashamed of any real thought or feeling you have. Don't undervalue it. Don't let the fear of others prevent you from saying it... You have something to say, something that no one else in the world has said in just your way of saying it.
I went to college in Amherst and lived in Northampton for many years and we had our quaint little feminist sex toy shop that somehow made it in town and wasn't scandalous. But you still got the vibe once in awhile that this didn't used to be okay. That twenty years ago women would have come in saying, "You can't sell realistic-looking sex toys. You have to only sell things that look like dolphins or something."
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