William Bernbach

(17 votes)   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.

William Bernbach
American, Businessman Quotes

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(16 votes)   Properly practiced creativity can make one ad do the work of ten.

William Bernbach
American, Businessman Quotes

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(14 votes)   In advertising not to be different is virtually suicidal.

William Bernbach
American, Businessman Quotes

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(81 votes)   The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting until you say things imaginatively, originally, freshly.

William Bernbach
1911-1982, American Advertising Executive

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(40 votes)   Advertising isn't a science. It's persuasion. And persuasion is an art.

William Bernbach
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(35 votes)   A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

William Bernbach
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(31 votes)   Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

William Bernbach
American, Businessman Quotes

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(26 votes)   I warn you against believing that advertising is a science.

William Bernbach
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(17 votes)   There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

William Bernbach
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(16 votes)   An idea can turn to dust or magic, depending on the talent that rubs against it.

William Bernbach
American, Businessman Quotes

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(15 votes)   Advertising doesn't create a product advantage. It can only convey it.

William Bernbach
American, Businessman Quotes

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(14 votes)   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.

William Bernbach
American, Businessman Quotes

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(14 votes)   The most powerful element in advertising is the truth.

William Bernbach
American, Businessman Quotes

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(12 votes)   In communications, familiarity breeds apathy.

William Bernbach
American, Businessman Quotes

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(11 votes)   Because an appeal makes logical sense is no guarantee that it will work.

William Bernbach
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