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"It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen."
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Explore more quotes by William Bernbach
"A great ad campaign will make a bad product fail faster. It will get more people to know it's bad."
"It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen."
"Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?"
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