Quotation:
"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."
More quotes from: William Bernbach
- "A great ad campaign will make a bad product fail faster. It will get more ..."
- "Advertising doesn't create a product advantage. It can only convey it. "
- "Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. "
- "All of us who professionally use the mass media are the shapers of society. We ..."
- "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 ..."
- "I warn you against believing that advertising is a science. "
- "If your advertising goes unnoticed, everything else is academic. "
- "In advertising not to be different is virtually suicidal. "
- "In communications, familiarity breeds apathy. "
- "In this very real world, good doesn't drive out evil. Evil doesn't drive out good. ..."
- "It is insight into human nature that is the key to the communicator's skill. For ..."
- "Just because your ad looks good is no insurance that it will get looked at. ..."
- "No matter how skillful you are, you can't invent a product advantage that doesn't exist. ..."
- "Nobody counts the number of ads you run; they just remember the impression you make. "
- "Our job is to bring the dead facts to life. "
- "Properly practiced creativity can make one ad do the work of ten. "
- "Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can ..."
- "The most powerful element in advertising is the truth. "
- "There are a lot of great technicians in advertising. And unfortunately they talk the best ..."
- "There is no such thing as a good or bad ad in isolation. What is ..."


