To win people over, speak to their wants and needs
Nancy Duarte, communications expert
Tag: quote
Nonconformists rule
The people we tend to describe as ‘creative’ tend to be part of a minority of challenging thinkers. The fact that they diverge from the norm is exactly what makes their minds valuable. Being different is what helps them come up with ideas that just aren’t accessible to those who live within the norm.
Dave Birss, creativity expert
Every piece of communication is about one thing. There are no newspaper articles with the headline ‘A list of various things a government might do and the possible outcomes’.
Tim Philips, author – ‘Talk Normal’
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.
Bill Bernbach, advertising legend
Science and technology revolutionize our lives, but memory, tradition and myth frame our response.
Arthur M Schlesinger, historian
Most people don’t know your brand exists… what that tells you is you need to set fire to shit. You’ve got to break eggs if you want to get anywhere.
Professor Mark Ritson
Simplicity… is the mark of respect for the listener. The world is always short of time, so a précis is a form of good manners.
Maurice Saatchi, advertising entrepreneur
Dear Charlie: classic copywriting tip
“When you really don’t know what to put on that blank paper in the typewriter, you should just write ‘Dear Charlie’ at the top. Assume that Charlie is a neighbor of yours, a very nice, bright, intelligent guy, with a sense of humor. He’s got all the mental equipment you have, but none of the information that you have about the Volkswagen. So just put down what you want to tell him in this ad, and cross off ‘Dear Charlie,’ and you’ll probably be alright.”
Bob Levenson, former Vice Chairman – DDB
None of us is as smart as all of us.
Ken Blanchard, author – ‘The One Minute Manager’
The three key points of an awesome experiential campaign: you must have active, not passive engagement; it has to be live; and it must be multi-sensory.
Layne Braunstein, award-winning creative and futurist
Bite-Sized Marcomms 