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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
Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
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
All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
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
Word of mouth is the best medium of all.
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
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.
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.
William Bernbach
The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're 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 unless you say things imaginatively, originally, freshly.
William Bernbach
In advertising, not to be different is virtually suicidal.
William Bernbach
The difference between the forgettable and the enduring is artistry.
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
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
William Bernbach
Research can trap you into the past.
William Bernbach
If your advertising goes unnoticed, everything else is academic!
William Bernbach
Our job is to bring the dead facts to life.
William Bernbach
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
A principle isn't a principle until it costs you something.
William Bernbach
