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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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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Stories
Persuasive
Find
Articulate
Way
Product
Intelligent
Products
Present
Story
Simple

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Properly practiced creativity can make one ad do the work of ten.
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Creativity is the most practical thing a businessman can employ.
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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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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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It's not just what you say that stirs people. It's the way that you say it.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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If your advertising goes unnoticed, everything else is academic!
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A principle isn't a principle until it costs you something.
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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?
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Research can trap you into the past.
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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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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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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.
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The most powerful element in advertising is the truth.
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Because an appeal makes logical sense is no guarantee that it will work.
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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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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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Advertising doesn't create a product advantage. It can only convey it.
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