Because an appeal makes logical sense is no guarantee that it will work. William Bernbach More Quotes by William Bernbach More Quotes From William Bernbach In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive. William Bernbach advertising-business real evil Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being. William Bernbach powerful men knowledge 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. William Bernbach mold public-opinion listening 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. William Bernbach believe people interesting It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors. William Bernbach creativity lasts may The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes. William Bernbach powerful believe book In advertising, not to be different is virtually suicidal. William Bernbach suicidal marketing suicide 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 feels people way An idea can turn to dust or magic, depending on the talent that rubs against it. William Bernbach creativity motivational positive 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. William Bernbach stand-for-something ifs people Nobody counts the number of ads you run; they just remember the impression you make. William Bernbach business running numbers Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. William Bernbach advertising business art 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 humorous people looks Let us prove to the world that good taste, good art, and good writing can be good selling. William Bernbach taste writing art Never do anything yourself that you can hire someone else to do, especially if they can do it better. William Bernbach design ifs can-do Rules are what the artist breaks; the memorable never emerged from a formula. William Bernbach design artist memorable All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level. William Bernbach media business use 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 skills keys writing If your advertising goes unnoticed, everything else is academic! William Bernbach advertising design business In communications, familiarity breeds apathy. William Bernbach familiarity apathy communication
