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.
More Quotes from William Bernbach:
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?William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
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In advertising not to be different is virtually suicidal.
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Properly practiced creativity can make one ad do the work of ten.
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Nobody counts the number of ads you run; they just remember the impression you make.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Based on Topics: Product Quotes, Weeds QuotesBased on Keywords: cleverness, merchandise, pluck, simplify, smothering, unrelated
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