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.
More Quotes from William Bernbach:
Advertising doesn't create a product advantage. It can only convey it.William Bernbach
The most powerful element in advertising is the truth.
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
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.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
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