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Top William Bernbach Quotes

Browse top 21 most favorite famous quotes and sayings by William Bernbach.

Favorite William Bernbach Quotes

1. "We don't ask research to do what it was never meant to do, and that is to get an idea." ~ William Bernbach
2. "A great ad campaign will make a bad product fail faster. It will get more people to know it's bad." ~ William Bernbach
3. "An idea can turn to dust or magic, depending on the talent that rubs against it." ~ William Bernbach
4. "Because an appeal makes logical sense is no guarantee that it will work." ~ William Bernbach
5. "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
6. "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
7. "Advertising doesn't create a product advantage. It can only convey it." ~ William Bernbach
8. "In advertising not to be different is virtually suicidal." ~ William Bernbach
9. "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
10. "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
11. "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
12. "If your advertising goes unnoticed, everything else is academic." ~ William Bernbach
13. "Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art." ~ William Bernbach
14. "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
15. "Today's smartest advertising style is tomorrow's corn." ~ William Bernbach
16. "Word of mouth is the best medium of all." ~ William Bernbach
17. "I warn you against believing that advertising is a science." ~ William Bernbach
18. "Our job is to bring the dead facts to life." ~ William Bernbach
19. "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
20. "Nobody counts the number of ads you run; they just remember the impression you make." ~ William Bernbach
21. "In communications, familiarity breeds apathy." ~ William Bernbach

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Because when some incident sheds a favorable light on an old and absent friend, that's about as good a gift as chance intends to offer."
Author: Amor Towles

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Sin
Sing
Con
Lie
Ally
Does
Pen
Use
Thin

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