In advertising, not to be different is virtually suicidal.
William BernbachRead
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.
Interpretation
To effectively communicate about a product, it is essential to evoke an emotional response rather than just providing information.
William Bernbach emphasizes the importance of engaging people on an emotional level when promoting a product. Simply stating the facts or saying the right things is not sufficient; the message must resonate deeply with the audience, making them feel a connection that compels them to act. Only then will the message truly inspire change and drive results.
In practice
A motivational speech at a product launch event.
In advertising, not to be different is virtually suicidal.
Don't confuse good taste with the absence of taste.
You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.
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.
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
Let us prove to the world that good taste, good art, and good writing can be good selling.
Persuasion has become a kind of force. The more the advertiser knows about what consumers want, and the more desires the product and packaging seek to fulfill, the more coercive the force.
A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.
The more informative your advertising, the more persuasive it will be.
Kodak sells film, but they don't advertise film; they advertise memories.
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
Free publicity and word of mouth is probably the best and cheapest form of advertising. Learn to use it to your advantage.
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