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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
Feels
Products
Thing
Listen
Way
Nobody
People
Happen
Happens
Nothing
Right
Guts
Feel
Product

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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.
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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.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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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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Persuasion is not a science but an art
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Because an appeal makes logical sense is no guarantee that it will work.
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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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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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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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It's not just what you say that stirs people. It's the way that you say it.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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Today's smartest advertising style is tomorrow's corn.
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