“You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.” KnowsLooksClearProductsConsumersTheme Author: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?” PeopleKnowsLooksHumorousAdvertisingDullDo You KnowAdsPersonal Grooming Author:William Bernbach
“Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.” IfsKnowsMenHumansPersonsActionPowerfulKnowledgeHuman NatureInstinctInsightCoreCompulsion Author:William Bernbach
“A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.” PeopleKnowsFailingDesignProductsCampaignsFasterAds 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
“The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're 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 unless you say things imaginatively, originally, freshly.” PeopleIfsKnowsBelieveInterestingTruth IsPersuasion Author:William Bernbach
