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The most powerful element in advertising is the truth.

William Bernbach

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Truth
Element
Marketing
Advertising
Elements
Powerful

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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Word of mouth is the best medium of all.
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Our job is to bring the dead facts to life.
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Persuasion is not a science but an art
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Advertising is the art of persuasion.
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The heart of creativity is discipline.
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Properly practiced creativity can make one ad do the work of ten.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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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.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Advertising doesn't create a product advantage. It can only convey it.
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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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If your advertising goes unnoticed, everything else is academic!
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