William Bernbach Quotes

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. - William Bernbach

Word of mouth is the best medium of all. - William Bernbach

With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what we CAN say in our ads is forever narrowing and the sharpest tool left for us is HOW we say it. - William Bernbach

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

Today's smartest advertising style is tomorrow's corn. - 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. - William Bernbach

The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've 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 until you say things imaginatively, originally, freshly. - William Bernbach

The most powerful element in advertising is the truth. - William Bernbach

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. - William Bernbach

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

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