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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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In advertising, not to be different is virtually suicidal.
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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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Imitation can be commercial suicide.
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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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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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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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The difference between the forgettable and the enduring is artistry.
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In communications, familiarity breeds apathy.
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Today's smartest advertising style is tomorrow's corn.
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Properly practiced creativity can make one ad do the work of ten.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Nobody counts the number of ads you run they just remember the impression you make.
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The most powerful element in advertising is the truth.
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