” 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? “


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


” 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. “


” 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. “


” 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. “


” 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. “


” 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. And if you do, and it’s just a gimmick, it’s going to fall apart anyway. “


” I warn you against believing that advertising is a science. “



All 9 William Bernbach Quotes about You in picture


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?
If your advertising goes unnoticed, everything else is academic.
Forget words like
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.
You can say the right thing about a product and nobody will listen. You
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.
Nobody counts the number of ads you run, they just remember the impression you make.
No matter how skillful you are, you can
I warn you against believing that advertising is a science.

Topics: