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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
Selling
Prove
Taste
Art
Writing
Good
World

More quotes by William Bernbach

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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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Today's smartest advertising style is tomorrow's corn.
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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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In communications, familiarity breeds apathy.
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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.
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The most powerful element in advertising is the truth.
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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Creativity is the most practical thing a businessman can employ.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Because an appeal makes logical sense is no guarantee that it will work.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Advertising is the art of persuasion.
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The difference between the forgettable and the enduring is artistry.
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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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