One adman’s view I particularly subscribe to is that of Bill Bernbach.
“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”
Bernbach had deep insight into human nature. He believed that in order for brand communicators to become human persuaders they needed to get at the heart of what motivates people.
Bernbach believed that successful communicators are not only concerned with what they put into a piece of writing but what the reader gets out of it; they’re “students of how people read and listen”.
Good communicators understand that readers read with their ego, their emotions, their compulsions, their prejudices, their urges, their aspirations and that they plot with their brain to rationalize the facts until they become the tools of their desires.
Good communicators must therefore be good storytellers.
Via Omar Kattan - New Age AdMan