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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
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The heart of creativity is discipline.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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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 difference between the forgettable and the enduring is artistry.
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Adapt your techniques to an idea, not an idea to your techniques.
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Creativity is the most practical thing a businessman can employ.
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Research can trap you into the past.
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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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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.
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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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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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I warn you against believing that advertising is a science.
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Word of mouth is the best medium of all.
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In advertising, not to be different is virtually suicidal.
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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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