“ I warn you against believing that advertising is a science. ”
- William Bernbach- Copy
- 435
“ The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've 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 until you say things imaginatively, originally, freshly. ”
- William Bernbach- Copy
- 3K
“ 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- Copy
- 2.2K
“ 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- Copy
- 550
“ 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- Copy
- 384
“ There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules… but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion. ”
- William Bernbach- Copy
- 269
“ Advertising doesn't create a product advantage. It can only convey it. ”
- William Bernbach- Copy
- 155
“ There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules… but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion. ”
- William Bernbach- Copy
- 3.9K
“ 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- Copy
- 2.4K
“ 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- Copy
- 735
“ A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. ”
- William Bernbach- Copy
- 649
“ There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules… but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion. ”
- William Bernbach- Copy
- 1.4K
“ 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- Copy
- 562
“ 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- Copy
- 606
“ 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- Copy
- 3.9K
“ 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- Copy
- 274
“ 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- Copy
- 3.7K
“ Nobody counts the number of ads you run; they just remember the impression you make. ”
- William Bernbach- Copy
- 2.9K
“ Advertising isn't a science. It's persuasion. And persuasion is an art. ”
- William Bernbach- Copy
- 2.8K
“ If your advertising goes unnoticed, everything else is academic! ”
- William Bernbach- Copy
- 2.5K
“ Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. ”
- William Bernbach- Copy
- 610
“ An idea can turn to dust or magic, depending on the talent that rubs against it. ”
- William Bernbach- Copy
- 294
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