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?
More Quotes from William Bernbach:
Word of mouth is the best medium of all.William Bernbach
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.
William Bernbach
All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.
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
Our job is to bring the dead facts to life.
William Bernbach
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.
William Bernbach
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Based on Topics: People QuotesBased on Keywords: groomed, impeccably
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