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Let us prove to the world that good taste, good art, and good writing can be good selling.

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
Writing
Good
World
Selling
Prove
Taste
Art

More quotes by 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.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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A principle isn't a principle until it costs you something.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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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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If your advertising goes unnoticed, everything else is academic!
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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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Don't confuse good taste with the absence of taste.
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Advertising is fundamentally persuasion and persuasion happens to be 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.
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Today's smartest advertising style is tomorrow's corn.
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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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Persuasion is not a science but an art
William Bernbach
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
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Research can trap you into the past.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach