74 Quotes by William Bernbach

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

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.

Nobody counts the number of ads you run; they just remember the impression you make.

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

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

Our job is to bring the dead facts to life.

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.

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.

The most powerful element in advertising is the truth.