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

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

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.

Word of mouth is the best medium of all.

William Bernbach

Word

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

People

Will

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

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

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.

I warn you against believing that advertising is a science.

William Bernbach

Science

Advertising

If your advertising goes unnoticed, everything else is academic.

William Bernbach

Advertising

In advertising not to be different is virtually suicidal.

William Bernbach

Advertising

In communications, familiarity breeds apathy.

William Bernbach

Apathy

Familiarity

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

Today's smartest advertising style is tomorrow's corn.