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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
Art
Persuasion
Science

More quotes by William Bernbach

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Nobody counts the number of ads you run they just remember the impression you make.
William Bernbach
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Advertising is the art of persuasion.
William Bernbach
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The heart of creativity is discipline.
William Bernbach
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If your advertising goes unnoticed, everything else is academic!
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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.
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Properly practiced creativity can make one ad do the work of ten.
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Research can trap you into the past.
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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
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A principle isn't a principle until it costs you something.
William Bernbach
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Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
William Bernbach
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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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In advertising, not to be different is virtually suicidal.
William Bernbach
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The difference between the forgettable and the enduring is artistry.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
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.
William Bernbach
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Imitation can be commercial suicide.
William Bernbach