William BernbachNobody counts the number of ads you run; they just remember the impression you make.351Death
William BernbachWe are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.375Death
William BernbachBecause an appeal makes logical sense is no guarantee that it will work.332Sadness
William BernbachIt 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… ▶343HumanityReading
William BernbachA great ad campaign will make a bad product fail faster. It will get more people to know it's bad.366Humanity
William BernbachIn this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.378Reading
William BernbachLogic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.324LoveThought
William BernbachThe real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.346ThoughtTruth
William BernbachOur job is to bring the dead facts to life.335DeathLifeTruth
William BernbachImitation can be commercial suicide.313Death
William BernbachAdvertising doesn't create a product advantage. It can only convey it.336Time
William BernbachNo 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.3610Humor
William BernbachI warn you against believing that advertising is a science.338Humanity
William BernbachThere 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.338Time
William BernbachDon't confuse good taste with the absence of taste.251Death
William BernbachIn communications, familiarity breeds apathy.3410Death
William BernbachThe most powerful element in advertising is the truth.284PoliticsTruth
William BernbachProperly 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 the… ▶285Reflection
William BernbachToday's smartest advertising style is tomorrow's corn.3310Hope
William BernbachThe 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 t… ▶307HumanityTruth
William BernbachIt may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.275Humanity
William BernbachIf your advertising goes unnoticed, everything else is academic! ✨ Making Dr. King a Pitchman, Turning His Words Upside Down, www.nytimes.com. February 5, 2018.242Time
William BernbachWord of mouth is the best medium of all.242Truth
William BernbachOur 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 th… ▶221Life
William BernbachIn advertising, not to be different is virtually suicidal.3010Reading
William BernbachThe world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the cas… ▶222PoliticsReading
William BernbachNothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch h… ▶222HumanityPolitics
William BernbachYou cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.223Philosophy
William BernbachJust 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?268Humanity
William BernbachForget 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 t… ▶259Humor
