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  William Bernbach Quotes



William Bernbach

Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed . . . but dull?




William Bernbach

If your advertising goes unnoticed, everything else is academic.




William Bernbach

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




William Bernbach

The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can ...




William Bernbach

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 writi ...




William Bernbach

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with ...




William Bernbach

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




William Bernbach

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the s ...




William Bernbach

In advertising not to be different is virtually suicidal.




William Bernbach

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. Bec ...




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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.




William Bernbach

Our job is to bring the dead facts to life.




William Bernbach

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past








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