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Exlpore more Word quotes
"Words are cheap. The biggest thing you can say is 'elephant'."
"Once they're on paper, they're gone. I like to do as much with the words, as far as image goes."
"I have been made redundant before and it is a terrible blow; redundant is a rotten word because it makes you think you are useless."
Word,
"I consider looseness with words no less of a defect than looseness of the bowels."
"I won't mention the word tired. This is the 20th century and I can go around a little faster."
Word,
Explore more quotes by William Bernbach
"There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past."
"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?"
"Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before."
"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."
"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."
"Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message."
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