“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.” SaidHardForgetSellsAdvertisingConsumersSubstance Author:William Bernbach
“There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.” KnowsLittlesArtGamesForgetWiseWittyAdvertisingPersuasionTechniciansGreat Advertising Author:William Bernbach
“We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.” ForgetOpinionListeningBusyStatisticsPublic OpinionMoldMeasuring Author:William Bernbach
