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

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.

With our industry being watched so carefully by governmental agencies, with the FTC ready to...

With our industry being watched so carefully by governmental agencies, with the FTC ready to...

The most powerful element in advertising is the truth.

The most powerful element in advertising is the truth.

In this very real world, good doesn't drive out evil. Evil doesn't drive out good....

In this very real world, good doesn't drive out evil. Evil doesn't drive out good....

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

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.

Word of mouth is the best medium of all.

Word of mouth is the best medium of all.

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be...

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be...

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

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...

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...

If your advertising goes unnoticed, everything else is academic!

If your advertising goes unnoticed, everything else is academic!

In advertising, not to be different is virtual suicide.

In advertising, not to be different is virtual suicide.

Our job is to bring the dead facts to life.

Our job is to bring the dead facts to life.

Nothing is so powerful as an insight into human nature . . . what compulsions...

Nothing is so powerful as an insight into human nature . . . what compulsions...

Advertising isn't a science. It's persuasion. And persuasion is an art.

Advertising isn't a science. It's persuasion. And persuasion is an art.

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....

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.

No matter how skillful you are, you can't invent a product advantage that doesn't exist....

No matter how skillful you are, you can't invent a product advantage that doesn't exist....