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.

Quote by William Bernbach

Topics: William Bernbach Quotes

It is insight into human nature that is the key to the communicator's skill. For...

It is insight into human nature that is the key to the communicator's skill. For...

We don't ask research to do what it was never meant to do, and that...

We don't ask research to do what it was never meant to do, and that...

I warn you against believing that advertising is a science.

I warn you against believing that advertising is a science.

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can...

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can...

Word of mouth is the best medium of all.

Word of mouth is the best medium of all.

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

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

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

Our job is to bring the dead facts to life.

Our job is to bring the dead facts to life.

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

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

If your advertising goes unnoticed, everything else is academic.

If your advertising goes unnoticed, everything else is academic.

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

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

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

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

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

Just because your ad looks good is no insurance that it will get looked at....

Just because your ad looks good is no insurance that it will get looked at....

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

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

Today's smartest advertising style is tomorrow's corn.

Today's smartest advertising style is tomorrow's corn.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill...

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill...

The most powerful element in advertising is the truth.

The most powerful element in advertising is the truth.

There is no such thing as a good or bad ad in isolation. What is...

There is no such thing as a good or bad ad in isolation. What is...

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

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