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Nobody counts the number of ads you run they just remember the impression you make.
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
Numbers
Ads
Business
Counts
Running
Marketing
Remember
Advertising
Make
Impression
Selling
Adverts
Number
Advertisements
Nobody
Publicity
More quotes by William Bernbach
The heart of creativity is discipline.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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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.
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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.
William Bernbach
You cannot sell a man who isn't listening word of mouth is the best medium of all and dullness won't sell your product, but neither will irrelevant brilliance.
William Bernbach
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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If your advertising goes unnoticed, everything else is academic!
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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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Don't confuse good taste with the absence of taste.
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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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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
A principle isn't a principle until it costs you something.
William Bernbach
