--- title: "Meaning & Key Takeaway of: There are a lot of great technicians in…" description: "\"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 ..." image: "https://sms4smile.com/quotes/i/ad5/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_1462055.jpg" --- # There are a lot of great technicians in advertising. And… ![“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…” quote by William Bernbach](https://sms4smile.com/quotes/i/ad5/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_1462055.jpg) [Download](https://sms4smile.com/quotes/i/ad5/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_1462055.jpg) [Open image](https://sms4smile.com/quotes/i/ad5/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_1462055.jpg) > “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.” [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Advertising blends data‑driven tactics with creative storytelling; rules help, but persuasion is ultimately an artistic act. **In simple terms:** Ads need facts and flair; science guides, art convinces. Key Takeaway Blend data with creativity. Themes advertising creativity persuasion science art Mood inspired thoughtful Type advice philosophical When to use this quote - marketing campaigns - copywriting - brand strategy - client pitches Key Concepts cognitive bias storytelling design psychology Questions to Reflect On - How can you balance analytical rigor with creative freedom? - When does data hinder artistic expression? A Different Perspective Data alone can’t change minds without emotional resonance. ★ ★ ★ ★ ★ No ratings yet [Advertising](https://sms4smile.com/quotes/about/advertising/) [Art](https://sms4smile.com/quotes/about/art/) [Games](https://sms4smile.com/quotes/about/games/) [Great advertising](https://sms4smile.com/quotes/about/great-advertising/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Persuasion](https://sms4smile.com/quotes/about/persuasion/) [Wise](https://sms4smile.com/quotes/about/wise/) [Witty](https://sms4smile.com/quotes/about/witty/) ## Related quotes > [There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules ... but there's…](https://sms4smile.com/quotes/william-bernbach/there-are-a-lot-of-great-technicians-in-advertising-and-unfortunately-2/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.](https://sms4smile.com/quotes/william-bernbach/advertising-is-fundamentally-persuasion-and-persuasion-happens-to-be/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Advertising isn't a science. It's persuasion. And persuasion is an art.](https://sms4smile.com/quotes/william-bernbach/advertising-isn-t-a-science-it-s-persuasion-and-persuasion-is-an-art/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Rules are what the artist breaks; the memorable never emerged from a formula.](https://sms4smile.com/quotes/william-bernbach/rules-are-what-the-artist-breaks-the-memorable-never-emerged-from-a/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Persuasion is not a science but an art](https://sms4smile.com/quotes/william-bernbach/persuasion-is-not-a-science-but-an-art/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Great advertising triggers an emotion in you. It has purpose. It touches a nerve, and that provokes a reaction.](https://sms4smile.com/quotes/david-droga/great-advertising-triggers-an-emotion-in-you-it-has-purpose-it/) [David Droga](https://sms4smile.com/quotes/author/david-droga/) > [Advertising nourishes the consuming power of men.](https://sms4smile.com/quotes/winston-churchill/advertising-nourishes-the-consuming-power-of-men/) [Winston Churchill](https://sms4smile.com/quotes/author/winston-churchill/) > [Advertising and content have always been bound together - in print, on television, and on the web. Sure, you can skip the ad -…](https://sms4smile.com/quotes/john-battelle/advertising-and-content-have-always-been-bound-together-in-print-on/) [John Battelle](https://sms4smile.com/quotes/author/john-battelle/) > [If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating,…](https://sms4smile.com/quotes/david-ogilvy/if-you-ever-have-the-good-fortune-to-create-a-great-advertising/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.](https://sms4smile.com/quotes/leo-burnett/rarely-have-i-seen-any-really-great-advertising-created-without-a/) [Leo Burnett](https://sms4smile.com/quotes/author/leo-burnett/) > [“Success is not a mix of great product plus great advertising plus great price point plus great distribution. It’s something else.”](https://sms4smile.com/quotes/patrick-hanlon/success-is-not-a-mix-of-great-product-plus-great-advertising-plus/) [Patrick Hanlon](https://sms4smile.com/quotes/author/patrick-hanlon/) > [On the average, five times as many people read the headlines as read the body copy.](https://sms4smile.com/quotes/david-ogilvy/on-the-average-five-times-as-many-people-read-the-headlines-as-read/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [No movie becomes a hit without good reviews and word-of-mouth. No agency ever became a great brand by merely saying it was great -…](https://sms4smile.com/quotes/rochelle-b-lazarus/no-movie-becomes-a-hit-without-good-reviews-and-word-of-mouth-no/) [Rochelle B Lazarus](https://sms4smile.com/quotes/author/rochelle-b-lazarus/) > [Give them quality. That's the best kind of advertising.](https://sms4smile.com/quotes/milton-s-hershey/give-them-quality-that-s-the-best-kind-of-advertising/) [Milton S. Hershey](https://sms4smile.com/quotes/author/milton-s-hershey/) > [You must make the product interesting, not just make the ad different.](https://sms4smile.com/quotes/rosser-reeves/you-must-make-the-product-interesting-not-just-make-the-ad-different/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) ## More by 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…](https://sms4smile.com/quotes/william-bernbach/nothing-is-so-powerful-as-an-insight-into-human-nature-what/) [William Bernbach](https://sms4smile.com/quotes/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…](https://sms4smile.com/quotes/william-bernbach/forget-words-like-hard-sell-and-soft-sell-that-will-only-confuse-you/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or…](https://sms4smile.com/quotes/william-bernbach/all-of-us-who-professionally-use-the-mass-media-are-the-shapers-of/) [William Bernbach](https://sms4smile.com/quotes/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…](https://sms4smile.com/quotes/william-bernbach/just-because-your-ad-looks-good-is-no-insurance-that-it-will-get/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the…](https://sms4smile.com/quotes/william-bernbach/our-job-is-to-sell-our-clients-merchandise-not-ourselves-our-job-is/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [The difference between the forgettable and the enduring is artistry.](https://sms4smile.com/quotes/william-bernbach/the-difference-between-the-forgettable-and-the-enduring-is-artistry/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [In communications, familiarity breeds apathy.](https://sms4smile.com/quotes/william-bernbach/in-communications-familiarity-breeds-apathy/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.](https://sms4smile.com/quotes/william-bernbach/logic-and-over-analysis-can-immobilise-and-sterilize-an-idea-it-s/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Today's smartest advertising style is tomorrow's corn.](https://sms4smile.com/quotes/william-bernbach/today-s-smartest-advertising-style-is-tomorrow-s-corn/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [In advertising, not to be different is virtually suicidal.](https://sms4smile.com/quotes/william-bernbach/in-advertising-not-to-be-different-is-virtually-suicidal/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [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,…](https://sms4smile.com/quotes/william-bernbach/no-matter-how-skillful-you-are-you-can-t-invent-a-product-advantage/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research…](https://sms4smile.com/quotes/william-bernbach/there-is-no-such-thing-as-a-good-or-bad-ad-in-isolation-what-is-good/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Our job is to bring the dead facts to life.](https://sms4smile.com/quotes/william-bernbach/our-job-is-to-bring-the-dead-facts-to-life/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Advertising is the art of persuasion.](https://sms4smile.com/quotes/william-bernbach/advertising-is-the-art-of-persuasion/) [William Bernbach](https://sms4smile.com/quotes/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…](https://sms4smile.com/quotes/william-bernbach/we-are-so-busy-measuring-public-opinion-that-we-forget-we-can-mold-it/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) [Explore all 60 William Bernbach quotes ](https://sms4smile.com/quotes/author/william-bernbach/) ## More Advertising quotes > [I saw this anti-drug commercial that showed a kid smoking pot in his dad's room with his friend. This kid finds a gun, the…](https://sms4smile.com/quotes/bill-maher/i-saw-this-anti-drug-commercial-that-showed-a-kid-smoking-pot-in-his/) [Bill Maher](https://sms4smile.com/quotes/author/bill-maher/) > [“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”](https://sms4smile.com/quotes/mokokoma-mokhonoana/salesmanship-is-usually-the-art-of-making-it-the-prospect-s-problem/) [Mokokoma Mokhonoana](https://sms4smile.com/quotes/author/mokokoma-mokhonoana/) > [Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes.](https://sms4smile.com/quotes/howard-gossage/advertising-justifies-its-existence-when-used-in-the-public-interest/) [Howard Gossage](https://sms4smile.com/quotes/author/howard-gossage/) > [“Don't wait, just sweat.”](https://sms4smile.com/quotes/amit-kalantri/don-t-wait-just-sweat/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [We have the capital, the resources, and the technology that we need to build a mobile advertising platform across the planet.](https://sms4smile.com/quotes/naveen-tewari/we-have-the-capital-the-resources-and-the-technology-that-we-need-to/) [Naveen Tewari](https://sms4smile.com/quotes/author/naveen-tewari/) > [“Never run advertising until the major publicity possibilities have been exploited.”](https://sms4smile.com/quotes/al-ries/never-run-advertising-until-the-major-publicity-possibilities-have/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [God never talks. But the devil keeps advertising, Father. The devil does a lot of commercials.](https://sms4smile.com/quotes/william-peter-blatty/god-never-talks-but-the-devil-keeps-advertising-father-the-devil-does/) [William Peter Blatty](https://sms4smile.com/quotes/author/william-peter-blatty/) > [I like Valentine's Day. The trouble is the florists and the candy-makers and the card people are all advertising so much, you don't dare…](https://sms4smile.com/quotes/andy-rooney/i-like-valentine-s-day-the-trouble-is-the-florists-and-the-candy/) [Andy Rooney](https://sms4smile.com/quotes/author/andy-rooney/) > [I happened to be spotted by a modeling agent who offered me a part-time job at 16. Everything happened very quickly after that -…](https://sms4smile.com/quotes/dia-mirza/i-happened-to-be-spotted-by-a-modeling-agent-who-offered-me-a-part/) [Dia Mirza](https://sms4smile.com/quotes/author/dia-mirza/) > [They say that Madison Avenue will only pay high dollars in advertising if they get the 18-35 age range.](https://sms4smile.com/quotes/sharon-gless/they-say-that-madison-avenue-will-only-pay-high-dollars-in/) [Sharon Gless](https://sms4smile.com/quotes/author/sharon-gless/) > [“There's not a branch of publishing or broadcasting that doesn't depend in some way on advertising. It'd be like an aquarium without water. Why,…](https://sms4smile.com/quotes/haruki-murakami/there-s-not-a-branch-of-publishing-or-broadcasting-that-doesn-t/) [Haruki Murakami](https://sms4smile.com/quotes/author/haruki-murakami/) > [I've driven people mad on films that I've made - I want more takes; I want to try new lines. Then I want to…](https://sms4smile.com/quotes/hugh-grant/i-ve-driven-people-mad-on-films-that-i-ve-made-i-want-more-takes-i/) [Hugh Grant](https://sms4smile.com/quotes/author/hugh-grant/) > [This hype word bothers me though It always sounds like an accusation, what does it mean, advertising, column inches in the press? Bands themselves…](https://sms4smile.com/quotes/holly-johnson/this-hype-word-bothers-me-though-it-always-sounds-like-an-accusation/) [Holly Johnson](https://sms4smile.com/quotes/author/holly-johnson/) > [I'm supposed to be taking time off. But I'm still writing and I have this Gap advert lined up.](https://sms4smile.com/quotes/joss-stone/i-m-supposed-to-be-taking-time-off-but-i-m-still-writing-and-i-have/) [Joss Stone](https://sms4smile.com/quotes/author/joss-stone/) > [Any seeming deception in a statement is costly, not only in the expense of the advertising but in the detrimental effect produced upon the…](https://sms4smile.com/quotes/john-wanamaker/any-seeming-deception-in-a-statement-is-costly-not-only-in-the/) [John Wanamaker](https://sms4smile.com/quotes/author/john-wanamaker/) [Browse all 1,942 Advertising quotes ](https://sms4smile.com/quotes/about/advertising/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "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.", "creator": { "@type": "Person", "name": "William Bernbach" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/william-bernbach/there-are-a-lot-of-great-technicians-in-advertising-and-unfortunately/", "about": { "@type": "Thing", "name": "Advertising" }, "@id": "https://sms4smile.com/quotes/william-bernbach/there-are-a-lot-of-great-technicians-in-advertising-and-unfortunately/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/ad5/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_1462055.jpg", "contentUrl": "https://sms4smile.com/quotes/i/ad5/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_1462055.jpg", "url": "https://sms4smile.com/quotes/i/ad5/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_1462055.jpg", "width": 1080, "height": 1080, "caption": "“There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know…” — William Bernbach", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "William Bernbach", "item": "https://sms4smile.com/quotes/author/william-bernbach/" }, { "@type": "ListItem", "position": 4, "name": "There are a lot of great...", "item": "https://sms4smile.com/quotes/william-bernbach/there-are-a-lot-of-great-technicians-in-advertising-and-unfortunately/" } ], "@id": "https://sms4smile.com/quotes/william-bernbach/there-are-a-lot-of-great-technicians-in-advertising-and-unfortunately/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```