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.
More Quotes from William Bernbach:
Word of mouth is the best medium of all.William Bernbach
If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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
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Based on Topics: Product QuotesBased on Keywords: gimmick, skillful
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