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.
Between two products equal in price, function and quality, the one with the most attractive exterior will win.
Advertising nourishes the consuming power of men.
You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.
In marketing you must choose between boredom, shouting and seduction. Which do you want?
Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
People can see themselves in a story much easier than they can see themselves in a hypothetical situation that a brand might present to them. So telling stories to build a relationship with your audience is usually far more effective than other methods of marketing or publicity.
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