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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

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A principle isn't a principle until it costs you something.
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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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Imitation can be commercial suicide.
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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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Advertising doesn't create a product advantage. It can only convey it.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Don't confuse good taste with the absence of taste.
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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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I warn you against believing that advertising is a science.
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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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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.
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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.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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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.
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In communications, familiarity breeds apathy.
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