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.
More Quotes by William Bernbach
In communications, familiarity breeds apathy.
If your advertising goes unnoticed, everything else is academic.
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.
Properly practiced creativity can make one ad do the work of ten.
An idea can turn to dust or magic, depending on the talent that rubs against it.
Nobody counts the number of ads you run; they just remember the impression you make.