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Advertising is the art of persuasion.

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
Persuasion
Advertising
Art

More quotes by William Bernbach

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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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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.
William Bernbach
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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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Word of mouth is the best medium of all.
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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
William Bernbach
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Our job is to bring the dead facts to life.
William Bernbach
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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
William Bernbach
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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.
William Bernbach
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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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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.
William Bernbach
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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Today's smartest advertising style is tomorrow's corn.
William Bernbach
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The heart of creativity is discipline.
William Bernbach
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I warn you against believing that advertising is a science.
William Bernbach
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In communications, familiarity breeds apathy.
William Bernbach
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An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
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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
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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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Persuasion is not a science but an art
William Bernbach