William Bernbach Quotes

American - Businessman | August 13, 1911 - October 2, 1982

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

William Bernbach

ScienceArtAdvertisingPersuasion

The most powerful element in advertising is the truth.

William Bernbach

TruthAdvertisingPowerfulMost

In advertising not to be different is virtually suicidal.

William Bernbach

AdvertisingBe DifferentDifferent

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.

William Bernbach

JobShineProductClientsWeedsOut

Advertising doesn't create a product advantage. It can only convey it.

William Bernbach

AdvertisingCreateProductAdvantage

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

William Bernbach

GreatPeopleBadKnowWillMore

An idea can turn to dust or magic, depending on the talent that rubs against it.

William Bernbach

TalentMagicDustTurnAgainstIdea

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

PeopleFeelYouNobodySayNothing

If your advertising goes unnoticed, everything else is academic.

William Bernbach

AdvertisingEverythingAcademicYour

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

NaturePeopleKeyHuman NatureSkill

Because an appeal makes logical sense is no guarantee that it will work.

William Bernbach

WorkWillBecauseGuaranteeSense

Nobody counts the number of ads you run; they just remember the impression you make.

William Bernbach

RememberYouNobodyRunImpression

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