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

In advertising not to be different is virtually suicidal.

In advertising not to be different is virtually suicidal.

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...

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...

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

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

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.

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.

A great ad campaign will make a bad product fail faster. It will get more...

A great ad campaign will make a bad product fail faster. It will get more...

Properly practiced creativity can make one ad do the work of ten.

Properly practiced creativity can make one ad do the work of ten.

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...

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....

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...

In advertising, not to be different is virtual suicide.

In advertising, not to be different is virtual suicide.

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

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

All of us who professionally use the mass media are the shapers of society. We...

All of us who professionally use the mass media are the shapers of society. We...

Our job is to bring the dead facts to life.

Our job is to bring the dead facts to life.

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

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

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.