Bruce Fairchild Barton

“A report on Bruce Barton (a tribute site)”

“I knew I'd never be more than a second-rate business man and a second-rate writer — so I decided to add the two things together and be a first rate advertising man.”

“He was in fact an adman: persuading, recruiting followers, finding the right words to arouse interest and create desires, in short exemplifying all the principles of modern salesmanship.”

“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.”

“Generalities would have been soon forgotten. But the story that had its roots in everyday human existence and need, lives and will live forever. It condensed the philosophy of Christianity into half a dozen unforgettable paragraphs. The parable of the Good Samaritan is the greatest advertisement of all times.”

“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.”

“Surely no one will consider us lacking in reverence if we say that every one of the "principles of modern salesmanship" on which business men so much pride themselves, are brilliantly exemplified in Jesus' talk and work.”

“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.”

“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.”

“What a curious phenomenon it is, that you can get men to die for the liberty of the world, who will not make the little sacrifice that is needed to free themselves from their own individual bondage.”

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conception of advertising is to arouse desires and stimulate wants, to make people dissatisfied with the old and out-of-date and by constant iteration to send them out to work harder to get the latest model—whether that model be an icebox or a rug or a new home.”

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

“Give advertising time. That is the thing that it needs most. The advertising agency is the most precious infant among the professions. Is it fair to expect perfection in a profession that counts only a single generation to its credit? We are learning. I see no reason why advertising agencies, too, should not outlive their founders and the successors of their founders, growing wiser with each generation and gathering a priceless possession of recorded experience.”

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