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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

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
Public
Belief
Circulate
Desire
Penetrates
Doe
Penetrate
Mind
Marketing
Good
Desires
Advertising
Information

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Don't confuse good taste with the absence of taste.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
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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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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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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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Advertising is the art of persuasion.
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Our job is to bring the dead facts to life.
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Adapt your techniques to an idea, not an idea to your techniques.
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Properly practiced creativity can make one ad do the work of ten.
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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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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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.
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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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Persuasion is not a science but an art
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Advertising doesn't create a product advantage. It can only convey it.
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Word of mouth is the best medium of all.
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Nobody counts the number of ads you run they just remember the impression you make.
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