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Our job is to bring the dead facts to life.

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
Life
Adverts
Advertising
Design
Dead
Bring
Jobs
Facts

More quotes by William Bernbach

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Don't confuse good taste with the absence of taste.
William Bernbach
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Today's smartest advertising style is tomorrow's corn.
William Bernbach
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In advertising, not to be different is virtually suicidal.
William Bernbach
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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?
William Bernbach
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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I warn you against believing that advertising is a science.
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
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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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.
William Bernbach
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If your advertising goes unnoticed, everything else is academic!
William Bernbach
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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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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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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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Creativity is the most practical thing a businessman can employ.
William Bernbach
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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.
William Bernbach
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Persuasion is not a science but an art
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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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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The difference between the forgettable and the enduring is artistry.
William Bernbach