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

More quotes by 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.
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Creativity is the most practical thing a businessman can employ.
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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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Imitation can be commercial suicide.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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The difference between the forgettable and the enduring is artistry.
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Word of mouth is the best medium of all.
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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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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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A principle isn't a principle until it costs you something.
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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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Rules are what the artist breaks the memorable never emerged from a formula.
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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.
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The heart of creativity is discipline.
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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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I warn you against believing that advertising is a science.
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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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Don't confuse good taste with the absence of taste.
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If your advertising goes unnoticed, everything else is academic!
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Adapt your techniques to an idea, not an idea to your techniques.
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