Just because your ad looks good is no insurance that it will get looked at. How many people do you know who… — William Bernbach Copy Share Image
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
It's not just what you say that stirs people. It's the way that you say it. — William Bernbach Copy Share Image
The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he… — William Bernbach Copy Share Image
You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way… — William Bernbach Copy Share Image
If you stand for something, you will always find some people for you and some people against you. If you stand for… — William Bernbach Copy Share Image
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. — William Bernbach Copy Share Image
It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what… — 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 Image
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 Image
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 Image
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 Image
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 Image
The difference between the forgettable and the enduring is artistry. — William Bernbach Copy Share Image
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 Image
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 Image
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 Image
