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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
Business
Sells
Cannot
Mouth
Best
Product
Dullness
Men
Mouths
Brilliance
Neither
Irrelevant
Products
Medium
Listening
Mediums
Word
Sell

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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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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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Don't confuse good taste with the absence of taste.
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I warn you against believing that advertising is a science.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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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 real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Advertising doesn't create a product advantage. It can only convey it.
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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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In communications, familiarity breeds apathy.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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Research can trap you into the past.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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