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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
Good
Ads
People
Insurance
Dull
Humorous
Advertising
Looked
Looks
Impeccably
Many
Groomed
More quotes by William Bernbach
The heart of creativity is discipline.
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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.
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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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Advertising is the art of persuasion.
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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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Properly practiced creativity can make one ad do the work of ten.
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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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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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A principle isn't a principle until it costs you something.
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Imitation can be commercial suicide.
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Persuasion is not a science but an art
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Nobody counts the number of ads you run they just remember the impression you make.
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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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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.
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If your advertising goes unnoticed, everything else is academic!
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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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Word of mouth is the best medium of all.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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Don't confuse good taste with the absence of taste.
William Bernbach
