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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.
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
Things
Knowledge
Compulsion
Men
Action
Instincts
Nature
Insight
Persons
Drive
Person
Instinct
Human
Core
Abut
Humans
Touch
Compulsions
Nothing
Powerful
Dominate
More quotes by William Bernbach
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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Today's smartest advertising style is tomorrow's corn.
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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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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Imitation can be commercial suicide.
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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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Properly practiced creativity can make one ad do the work of ten.
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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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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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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.
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Advertising is the art of persuasion.
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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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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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Persuasion is not a science but an art
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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
Our job is to bring the dead facts to life.
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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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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
Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
