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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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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Right
Guts
Feel
Product
Feels
Products
Thing
Listen
Way
Nobody
People
Happen
Happens
Nothing

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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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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 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.
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I warn you against believing that advertising is a science.
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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.
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You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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The most powerful element in advertising is the truth.
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Nobody counts the number of ads you run they just remember the impression you make.
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