If your advertising goes unnoticed, everything else is academic! William Bernbach More Quotes by William Bernbach More Quotes From William Bernbach Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave. William Bernbach tomorrow brave You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance. William Bernbach business listening men 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. William Bernbach theme consumers looks Find the simple story in the product, and present it in an articulate and intelligent, persuasive way. William Bernbach intelligent simple stories Word of mouth is the best medium of all. William Bernbach funny-inspirational media business Creativity is the most practical thing a businessman can employ. William Bernbach advertising-business businessman creativity Advertising is the art of persuasion. William Bernbach persuasion advertising art There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. William Bernbach wise witty art For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking. William Bernbach flower needs thinking Because an appeal makes logical sense is no guarantee that it will work. William Bernbach guarantees-that logical guarantees 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 weed shining jobs Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent. William Bernbach swamps creativity design Advertising doesn't create a product advantage. It can only convey it. William Bernbach advertising advantage business Adapt your techniques to an idea, not an idea to your techniques. William Bernbach technique ideas Imitation can be commercial suicide. William Bernbach imitation design suicide Good advertising does not just circulate information. It penetrates the public mind with desires and belief. William Bernbach marketing mind desire It's not just what you say that stirs people. It's the way that you say it. William Bernbach people way Persuasion is not a science but an art William Bernbach great-advertising persuasion art The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail. William Bernbach success men moving 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. William Bernbach gimmicks matter fall
