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

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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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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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Advertising is the art of persuasion.
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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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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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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The difference between the forgettable and the enduring is artistry.
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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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Today's smartest advertising style is tomorrow's corn.
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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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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.
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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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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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The most powerful element in advertising is the truth.
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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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Properly practiced creativity can make one ad do the work of ten.
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Creativity is the most practical thing a businessman can employ.
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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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