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.
More Quotes from 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
In advertising not to be different is virtually suicidal.
William Bernbach
The most powerful element in advertising is the truth.
William Bernbach
If your advertising goes unnoticed, everything else is academic.
William Bernbach
Advertising isn't a science. It's persuasion. And persuasion is an art.
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
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