Phrase by 'William Bernbach'
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
Author: William Bernbach - American BusinessmanPeople , Know , Bad , Great
You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.
Author: William Bernbach - American BusinessmanYou , People , Feel , Nobody
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
Author: William Bernbach - American BusinessmanYou , Forget , Words , Saying
Today's smartest advertising style is tomorrow's corn.
Author: William Bernbach - American BusinessmanToday , Tomorrow , Style , Advertising
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
Author: William Bernbach - American BusinessmanWorld , Good , Drive , Evil
Nobody counts the number of ads you run; they just remember the impression you make.
Author: William Bernbach - American BusinessmanYou , Remember , Nobody , Run
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?
Author: William Bernbach - American BusinessmanYou , People , Know , Good
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.
Author: William Bernbach - American BusinessmanPeople , Nature , Human Nature , Skill
Properly practiced creativity can make one ad do the work of ten.
Author: William Bernbach - American BusinessmanWork , Make , Creativity , Ten
Because an appeal makes logical sense is no guarantee that it will work.
Author: William Bernbach - American BusinessmanWork , Will , Because , Sense
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