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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
Science
Art
Persuasion

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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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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In communications, familiarity breeds apathy.
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If your advertising goes unnoticed, everything else is academic!
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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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Adapt your techniques to an idea, not an idea to your techniques.
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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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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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Today's smartest advertising style is tomorrow's corn.
William Bernbach
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I warn you against believing that advertising is a science.
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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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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Nobody counts the number of ads you run they just remember the impression you make.
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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.
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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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The most powerful element in advertising is the truth.
William Bernbach
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The difference between the forgettable and the enduring is artistry.
William Bernbach
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
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It's not just what you say that stirs people. It's the way that you say it.
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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