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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
Selling
Adverts
Number
Advertisements
Nobody
Publicity
Numbers
Ads
Business
Counts
Marketing
Running
Advertising
Remember
Impression
Make
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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Rules are what the artist breaks the memorable never emerged from a formula.
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It's not just what you say that stirs people. It's the way that you say it.
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If your advertising goes unnoticed, everything else is academic!
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Because an appeal makes logical sense is no guarantee that it will work.
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The heart of creativity is discipline.
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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.
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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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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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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Don't confuse good taste with the absence of taste.
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In communications, familiarity breeds apathy.
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The most powerful element in advertising is the truth.
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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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The difference between the forgettable and the enduring is artistry.
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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?
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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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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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