William Bernbach Quotes About Persuasion

Quotes about: Persuasion

• Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

  William Bernbach

  Art, Business, Advertising

  "Letters of Note: Volume 2: An Eclectic Collection of Correspondence Deserving of a Wider Audience". Book by Shaun Usher (p.190), 2016.

• The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.

  William Bernbach

  Powerful, Believe, Book

• There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

  William Bernbach

  Wise, Witty, Art

  Letter on May 15, 1947. "Letters of Note". Book by Shaun Usher. Volume 2: "An Eclectic Collection of Correspondence Deserving of a Wider Audience", p. 190, 2016.

• The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.

  William Bernbach

  Believe, People, Interesting

• Advertising is the art of persuasion.

  William Bernbach

  Art, Advertising, Persuasion

• Persuasion is not a science but an art

  William Bernbach

  Art, Persuasion, Great Advertising

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