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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
Intelligent
Products
Present
Story
Simple
Persuasive
Stories
Articulate
Find
Way
Product
More quotes by William Bernbach
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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Adapt your techniques to an idea, not an idea to your techniques.
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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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Our job is to bring the dead facts to life.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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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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A principle isn't a principle until it costs you something.
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If your advertising goes unnoticed, everything else is academic!
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I warn you against believing that advertising is a science.
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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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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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In communications, familiarity breeds apathy.
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Creativity is the most practical thing a businessman can employ.
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Word of mouth is the best medium of all.
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Properly practiced creativity can make one ad do the work of ten.
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In advertising, not to be different is virtually suicidal.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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.
William Bernbach
