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… — William Bernbach Copy Share Image
Advertising isn't a science. It's persuasion. And persuasion is an art. — William Bernbach Copy Share Image
There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They… — William Bernbach Copy Share Image
The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world… — William Bernbach Copy Share Image
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. — William Bernbach Copy Share Image
There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules ...… — William Bernbach Copy Share Image
Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these… — William Bernbach Copy Share
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something… — William Bernbach Copy Share
All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or… — William Bernbach Copy Share
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably… — William Bernbach Copy Share
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the… — William Bernbach Copy Share
Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears. — William Bernbach Copy Share
No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick,… — William Bernbach Copy Share
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research… — William Bernbach Copy Share
We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we… — William Bernbach Copy Share
