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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.
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
Products
Gimmick
Exist
Gimmicks
Fall
Skillful
Doesn
Invent
Matter
Anyway
Going
Apart
Product
Advantage
More quotes by William Bernbach
Nobody counts the number of ads you run they just remember the impression you make.
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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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Our job is to bring the dead facts to life.
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Research can trap you into the past.
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Today's smartest advertising style is tomorrow's corn.
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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 most powerful element in advertising is the truth.
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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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A principle isn't a principle until it costs you something.
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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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Word of mouth is the best medium of all.
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It's not just what you say that stirs people. It's the way that you say it.
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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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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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If your advertising goes unnoticed, everything else is academic!
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Persuasion is not a science but an art
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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.
William Bernbach
