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.
Styling cars sells cars and safety does not.
A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.
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.
The advertisers who believe in the selling power of jingles have never had to sell anything.
Advertising tends to be most effective in jogging finally into action those people who are well-enough disposed towards a product, but have not yet got around to buying it.
Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader
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