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Research can trap you into the past.

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
Trap
Traps
Research
Business
Past

More quotes by William Bernbach

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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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The difference between the forgettable and the enduring is artistry.
William Bernbach
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The heart of creativity is discipline.
William Bernbach
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Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
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Persuasion is not a science but an art
William Bernbach
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach
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In communications, familiarity breeds apathy.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach
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Word of mouth is the best medium of all.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach