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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
Story
Simple
Stories
Persuasive
Find
Articulate
Way
Product
Intelligent
Products
Present

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If your advertising goes unnoticed, everything else is academic!
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Advertising is the art of persuasion.
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Persuasion is not a science but an art
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Our job is to bring the dead facts to life.
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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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Creativity is the most practical thing a businessman can employ.
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The most powerful element in advertising is the truth.
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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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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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Rules are what the artist breaks the memorable never emerged from a formula.
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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.
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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.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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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.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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Word of mouth is the best medium of all.
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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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