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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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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?
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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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I warn you against believing that advertising is a science.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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Don't confuse good taste with the absence of taste.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Research can trap you into the past.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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The difference between the forgettable and the enduring is artistry.
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Word of mouth is the best medium of all.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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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A principle isn't a principle until it costs you something.
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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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