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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
Looked
Looks
Impeccably
Many
Groomed
Good
Ads
People
Insurance
Dull
Humorous
Advertising

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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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Adapt your techniques to an idea, not an idea to your techniques.
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Our job is to bring the dead facts to life.
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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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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Nobody counts the number of ads you run they just remember the impression you make.
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Creativity is the most practical thing a businessman can employ.
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Don't confuse good taste with the absence of taste.
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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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Research can trap you into the past.
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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.
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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.
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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.
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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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The difference between the forgettable and the enduring is artistry.
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Advertising is the art of persuasion.
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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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Because an appeal makes logical sense is no guarantee that it will work.
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In communications, familiarity breeds apathy.
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