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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
Humorous
Advertising
Looked
Looks
Impeccably
Many
Groomed
Good
Ads
People
Insurance
Dull
More quotes by 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
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
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
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
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
Word of mouth is the best medium of all.
William Bernbach
Creativity is the most practical thing a businessman can employ.
William Bernbach
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
Persuasion is not a science but an art
William Bernbach
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Advertising is the art of persuasion.
William Bernbach
Research can trap you into the past.
William Bernbach
If your advertising goes unnoticed, everything else is academic!
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
In communications, familiarity breeds apathy.
William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
