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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?
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
Dull
Humorous
Advertising
Looked
Looks
Impeccably
Many
Groomed
Good
Ads
People
Insurance
More quotes by William Bernbach
The difference between the forgettable and the enduring is artistry.
William Bernbach
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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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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A principle isn't a principle until it costs you something.
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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
William Bernbach
Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
If your advertising goes unnoticed, everything else is academic!
William Bernbach
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
William Bernbach
In advertising, not to be different is virtually suicidal.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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.
William Bernbach
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.
William Bernbach
Imitation can be commercial suicide.
William Bernbach
Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
The most powerful element in advertising is the truth.
William Bernbach
