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

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

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

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

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

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

If your advertising goes unnoticed, everything else is academic.
William Bernbach

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

In communications, familiarity breeds apathy.
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

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

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

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

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

Our job is to bring the dead facts to life.
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

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

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