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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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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Nobody
Stand
Find
Nothing
Something
Always
People

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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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Imitation can be commercial suicide.
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Because an appeal makes logical sense is no guarantee that it will work.
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Today's smartest advertising style is tomorrow's corn.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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Persuasion is not a science but an art
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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Our job is to bring the dead facts to life.
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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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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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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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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 heart of creativity is discipline.
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Research can trap you into the past.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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