“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.” JobsTearsProductsMessagesSellsShiningWeedClientsSimplifyClevernessPluckMerchandise Author:William Bernbach
“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
“The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.” WorldBelieveBookPlayEnergyForceI BelieveCausesPowerfulOpinionCasesMediaThis WorldShapesMassSellsTechniqueAdvertisingMost PowerfulEpicPersuasionPublic OpinionGreat BookMass MediaJust Believe Author:William Bernbach
“You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.” MenBusinessProductsListeningMouthsSellsMediumsIrrelevantBrillianceDullnessWord Of Mouth Author:William Bernbach
