Bruce Barton
Quotations


A man may be down, but he is never out.

There are two seas in Palestine. One is fresh, and fish are in it. Splashes of green adorn its banks. Trees spread their branches over it and stretch out their thirsty roots to sip of its healing waters. The Sea of Galilee receives but does not keep the Jordan. For every drop that flows into it another drop flows out. The giving and receiving go on in equal measure. The other sea is shrewder, hoarding its income jealously. It will not be tempted into any generous impulse. Every drop it gets, it keeps. The Sea of Galilee gives and lives. The other sea gives nothing. It is named The Dead. There are two kinds of people in the world. There are two seas in Palestine.

I had never thought of advertising as a life work, though I had on the side, written some very successful copy.

The American conception of advertising is to arouse desires and stimulate wants, to make people dissatisfied with the old and out-of-date and by constant iteration to send them out to work harder to get the latest model—whether that model be an icebox or a rug or a new home.

To every man of vision the clear Voice speaks; there is no great leadership where there is not a mystic. Nothing splendid has ever been achieved except by those who dared believe that something inside themselves was superior to circumstance. To choose the sure thing is treason to the soul.

It is said that great leaders are born, not made. The saying is true to this degree, that no man can persuade people to do what he wants them to do, unless he genuinely likes people, and believes that what he wants them to do is to their own advantage.

Much brass has been sounded and many cymbals tinkled in the name of advertising; but the advertisements which persuade people to act are written by men who have an abiding respect for the intelligence of their readers, and a deep sincerity regarding the merits of the goods they have to sell.

Learn their lesson, that if you would teach people you first must capture their interest with news; that your service rather than your sermons must be your claim upon their attention; that what you say must be simple, and brief, and above all sincere—the unmistakable voice of true regard and affection.

Sometimes when I consider what tremendous consequences come from little things, I am tempted to think there are no little things.



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