Bill Bernbach - Work Quotes

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Finding out what to say is the beginning of the communication process. How you say it makes people look and listen and believe. And if you are not successful at that you have wasted all the work and intelligence and skill that went into discovering what you should say.

Bill Bernbach

You've got to believe in your product... you've got to believe in your work. Only a deep belief will generate the vitality and energy that give life to your work.

Bill Bernbach

Because an appeal makes logical sense is no guarantee that it will work.

Bill Bernbach

Properly practiced creativity can make one ad do the work of ten.

Bill Bernbach

A dull truth will not be looked at. An exciting lie will. That is what good, sincere people must understand. They must make their truth exciting and new, or their good works will be born dead.

Bill Bernbach