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William Bernbach Quotes and Sayings

I hope you find great value in these Quotes by William Bernbach from my large collection of motivational and inspirational quotes and sayings.

Properly practiced creativity can make one ad do the work of ten.
- William Bernbach

Today's smartest advertising style is tomorrow's corn.
- William Bernbach

If your advertising goes unnoticed, everything else is academic.
- 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,
it's going to fall apart anyway.
- William Bernbach

 

An idea can turn to dust or magic, depending on the
talent that rubs against it.
- William Bernbach

I warn you against believing that advertising is a science.
- William Bernbach

Advertising is fundamentally persuasion and persuasion
happens to be not a science,
but an art.
- William Bernbach

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We don't ask research to do what it was never meant to do,
and that is to get an idea.
- William Bernbach

In this very real world, good doesn't drive out evil.
Evil doesn't drive out good.
But the energetic displaces the passive.
- William Bernbach

Advertising doesn't create a product advantage.
It can only convey it.
- William Bernbach

Because an appeal makes logical sense is no guarantee that it will work.
- William Bernbach

Nobody counts the number of ads you run;
they just remember the impression you make.
- 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 can trap you into the past.
- William Bernbach

The most powerful element in advertising is the truth.
- William Bernbach

A great ad campaign will make a bad product fail faster.
It will get more people to know it's bad.
- William Bernbach

Word of mouth is the best medium of all.
- 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?
- William Bernbach

Our job is to bring the dead facts to life.
- William Bernbach

In communications, familiarity breeds apathy.
- William Bernbach

In advertising not to be different is virtually suicidal.
- William Bernbach

You can say the right thing about a product and nobody will listen.
You've got to say it in such a way that people will feel it in their gut.
Because if they don't feel it, nothing will happen.
- William Bernbach

Properly practiced creativity must result in greater
sales more economically achieved.
Properly practiced creativity can lift your claims
out of the swamp of sameness and make them accepted,
believed, persuasive, urgent.
- William Bernbach

It is insight into human nature that is the key to
the communicator's skill.
For whereas the writer is concerned with what he puts into his writings,
the communicator is concerned with what the reader gets out of it.
He therefore becomes a student of how people read or listen.
- 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.
- 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 product.
Our job is to simplify, to tear away the unrelated,
to pluck out the weeds that are smothering the product message.
- William Bernbach

Learn the rules so you know how to break them properly.
- Tenzin Gyatso, the 14th Dalai Lama

Prejudice is a two-edged sword.
Like the steel sort of sword, it's very sharp, very useful,
and very dangerous if not properly mastered.
- Jonathan Lockwood Huie

Because of their size, parents may be difficult to discipline properly.
- P. J. O'Rourke

I've always believed that if done properly,
armed robbery doesn't have to be an unpleasant experience.
- the movie Thelma & Louise

The art of medicine was to be properly learned only
from its practice and its exercise.
- Thomas Sydenham

LOVE: A word properly applied to our delight in particular kinds of food;
sometimes metaphorically spoken of the favorite objects of all our appetites.
- Henry Fielding

Beware thoughts that come in the night.
They aren't turned properly; they come in askew,
free of sense and restriction, deriving from the most remote of sources.
- William Trogdon

We obviously need more love in the world.
And we obviously need more compassion and understanding.
Our leaders need to really address these issues properly now.
- Dave Davies

I learned to approach racing like a game of billiards.
If you bash the ball too hard, you get nowhere.
As you handle the cue properly, you drive with more finesse.
- Juan Manuel Fangio

Our failure to properly deal with Germany and Japan
early cost the world dearly later on.
We dare not make the same mistake with China.
- Steve Forbes

We have the American people properly concerned about
the future of our country and the world.
- Hamilton Jordan

I always had a desire to know asylum life more thoroughly -
a desire to be convinced that the most helpless of God's creatures,
the insane, were cared for kindly and properly.
- Nellie Bly

With the help of modern technology, I can compose intricate
keyboard parts and then I have to go back and learn
them in order to perform them properly.
- Geddy Lee

We need to spend more money to insure that our troops are properly equipped.
- Brian Higgins

Philosophy is properly home-sickness;
the wish to be everywhere at home.
- Novalis

So I had a ghostwriter, they call them,
or somebody who is an experienced writer,
to help.
I've got the ideas in my head, it's getting them properly on paper.
- Bruce Boxleitner

Adversity leads us to think properly of our state,
and so is most beneficial to us.
- Samuel Johnson

I don't care about the rules.
In fact, if I don't break the rules at least 10 times
in every song then I'm not doing my job properly.
- Jeff Beck

There were no gifts.
Everything is properly accounted for.
I provided testimony and evidence to the committee...
This was all stuff that was previously known.
- Robert Torricelli

The only substance properly so called is the soul.
- Henri Frederic Amiel

I have a condition called Aspergers Syndrome,
which is like a mild form of autism It means I don't
interact properly in certain social situations.
- Gary Numan

To put on a corset properly is as much of an art as
to make a corset properly.
- Anna Held

Commencement speeches were invented largely in the
belief that outgoing college students should never
be released into the world until they have been properly sedated.
- G. B. Trudeau

Beauty, whether moral or natural, is felt,
more properly than perceived.
- David Hume

A god whose creation is so imperfect that he must be
continually adjusting it to make it work properly seems
to me a god of relatively low order,
hardly worthy of any worship.
- Martin Gardner

I don't make much distinction between being a stand-up
comic and acting Shakespeare -
in fact,
unless you're a good comedian, you're never going to
be able to play Hamlet properly.
- Ian Mckellen

We want to be sensitive to people's concerns about
privacy about their personal being and things,
while ensuring that everybody on every flight has been properly screened.
- John Pistole

I'm a bit cynical that it ever will be addressed properly.
I think it is healthy to get some sort of copyright protection.
But some of it has gone on forever.
- Peter Gabriel

I think, though, if I had to look at the role of government
and what it does in people's lives,
I see the EEOC as having much more legitimacy than the others,
if properly run.
- Clarence Thomas

This was a tragic event in human history,
but by paying tribute to the Armenian community we
ensure the lessons of the Armenian genocide are properly
understood and acknowledged.
- Jerry Costello

We can even sing off key, but if it's produced properly it can be a hit.
- Grandmaster Flash

The Nixon years were trying.
They honed my judgment for everything I did later on.
The experience also illustrated for me the importance
of training young lawyers properly.
- Fred F. Fielding

It will take a long time for women's effect on politics
to register so that we may properly appraise it.
- Florence E. Allen

Knowing how to paint and to use one's colors rightly
has not any connection with originality.
This originality consists in properly expressing your own impressions.
- Thomas Couture

All human laws are, properly speaking,
only declaratory; they have no power over the substance of original justice.
- Edmund Burke

When we direct our thoughts properly,
we can control our emotions.
- W. Clement Stone

They're really nice kids.
Michael is really raising them properly and right.
- Joseph Jackson

Newspapers are the second hand of history.
This hand, however, is usually not only of inferior
metal to the other hands,
it also seldom works properly.
- Arthur Schopenhauer

Science is properly more scrupulous than dogma.
Dogma gives a charter to mistake, but the very breath
of science is a contest with mistake,
and must keep the conscience alive.
- George Eliot

The thing I thought about doing it was it's Comic Relief
and you've got to be funny.
So although I did try to sing properly it obviously
has hilarious results when you can't sing.
- Jo Brand

I shall hold myself particularly answerable to my constituents for my present conduct,
and in general to all my fellow Citizens throughout these States,
when properly questioned.
- Henry Laurens

It's silly to work hard the whole week and then spoil
it by not preparing properly before the game.
- Arsene Wenger

And yet, if we don't, first and foremost,
act responsibly with the national tax dollars that we have,
we can't properly address those regional priorities that we would like to.
- Melissa Bean

The more you learn, if you learn it properly,
the more clear you become and the more you know.
- Leonard Peikoff

Romanticism has never been properly judged.
Who was there to judge it? The critics!
- Arthur Rimbaud

When we cannot bear to be alone, it means we do not
properly value the only companion we will have from birth to death:
ourselves.
- Eda J. Le Shan


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