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
What this quote means
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.
Themes
MarketingEmotionCommunicationAudienceConnection
In practice
Example use cases
A motivational speech at a product launch event.
More from William Bernbach
All quotes →Don't confuse good taste with the absence of taste.
William BernbachRead
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.
William BernbachRead
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.
William BernbachRead
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William BernbachRead
Let us prove to the world that good taste, good art, and good writing can be good selling.
William BernbachRead
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