Quote

It's not just what you say that stirs people. It's the way that you say it.

William Bernbach

Change background

T
T
T

Change font

TAGS & TOPICS

William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
People
Stirs
Way

More quotes by William Bernbach

Image
Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
Image
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Image
Persuasion is not a science but an art
William Bernbach
Image
Research can trap you into the past.
William Bernbach
Image
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
Image
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.
William Bernbach
Image
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
Image
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
Image
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
Image
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
Image
Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
Image
Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
Image
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
Image
Advertising is the art of persuasion.
William Bernbach
Image
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
Image
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
Image
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
Image
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
Image
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
Image
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