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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.
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
Men
Mouths
Brilliance
Neither
Irrelevant
Products
Medium
Listening
Mediums
Word
Sell
Business
Sells
Cannot
Mouth
Best
Product
Dullness
More quotes by William Bernbach
The most powerful element in advertising is the truth.
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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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Imitation can be commercial suicide.
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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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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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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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A principle isn't a principle until it costs you something.
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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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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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It's not just what you say that stirs people. It's the way that you say it.
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Today's smartest advertising style is tomorrow's corn.
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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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Our job is to bring the dead facts to life.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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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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Creativity is the most practical thing a businessman can employ.
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If your advertising goes unnoticed, everything else is academic!
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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
