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Persuasion is not a science but an art
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
Science
Art
More quotes by William Bernbach
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
In advertising, not to be different is virtually suicidal.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
William Bernbach
Imitation can be commercial suicide.
William Bernbach
Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
William Bernbach
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.
William Bernbach
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
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
The heart of creativity is discipline.
William Bernbach
Word of mouth is the best medium of all.
William Bernbach
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
I warn you against believing that advertising is a science.
William Bernbach
Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
William Bernbach
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
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
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.
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach