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"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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"The Edge... there is no honest way to explain it because the only people who really know where it is are the ones who have gone over."
"But contrary to what some people seem to think, I was never a bully. I was just a hard man."
"Part of the early Who career was all about knocking people's confidences out."
"To people outside, they think, Gee, that's great. You get to go here and there. The other side of that is our expression, This is location, not vacation."
"I disagree with people who think you learn more from getting beat up than you do from winning."
"Saddam has committed many crimes against humanity and against his own people."
"The mutual fund industry and small investors are very relentless and very unforgiving if people don't perform."
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."
"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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