William Bernbach Quotes & Sayings (Page 2)

“In communications, familiarity breeds apathy.”

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

“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.”

“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.”

“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.”

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

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

“We don't ask research to do what it was never meant to do, and that is to get an idea.”

“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.”

“If your advertising goes unnoticed, everything else is academic.”