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All William Bernbach Quotes
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
55% of people like this quote
I warn you against believing that advertising is a science.
William Bernbach
55% of people like this quote
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
55% of people like this quote
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.
William Bernbach
54% of people like this quote
If your advertising goes unnoticed, everything else is academic.
William Bernbach
54% of people like this quote
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
53% of people like this quote
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
52% of people like this quote
We don't ask research to do what it was never meant to do, and that is to get an idea.
William Bernbach
49% of people like this quote
Nobody counts the number of ads you run; they just remember the impression you make.
William Bernbach
48% of people like this quote
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
48% of people like this quote
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
47% of people like this quote
In advertising not to be different is virtually suicidal.
William Bernbach
46% of people like this quote
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
46% of people like this quote
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