what he said.

this is exactly what i love about copywriting. (copycommunicating?)
it's thoughtful writing. creativity and psychology combined.

a few highlights:

at 1:26, when asked "What qualities do you look for in creative people?", his answer,
"a deep insight into human nature. . .the real basis for persuasion is to understand what motivates a man."

"you don't persuade people through the intellect. you do it through the passions." Bernbach quoting Aristotle.



so, before you write, get in their heads!