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

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
Stirs
Way
People

More quotes by William Bernbach

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Rules are what the artist breaks the memorable never emerged from a formula.
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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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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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Properly practiced creativity can make one ad do the work of ten.
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The heart of creativity is discipline.
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Word of mouth is the best medium of all.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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.
William Bernbach
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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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Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
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Research can trap you into the past.
William Bernbach
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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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I warn you against believing that advertising is a science.
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Imitation can be commercial suicide.
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In communications, familiarity breeds apathy.
William Bernbach
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The most powerful element in advertising is the truth.
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Advertising is the art of persuasion.
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Adapt your techniques to an idea, not an idea to your techniques.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach