> Author Index > B - Authors > William Bernbach Quotes

William Bernbach Quotes

Pages: Prev 12

Our job is to bring the dead facts to life.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

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 lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

Rules are what the artist breaks; the memorable never emerged from a formula.

The most powerful element in advertising is the truth.

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't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.

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.

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

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

Word of mouth is the best medium of all.

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.

Pages: Prev 12