Meaning: William Bernbach, a prominent businessman and advertising executive, is known for revolutionizing the advertising industry with his innovative and consumer-centric approach. The quote, "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," encapsulates Bernbach's philosophy on effective advertising. In this quote, Bernbach emphasizes the importance of meaningful, informative, and original communication with consumers, dismissing the traditional dichotomy of "hard sell" and "soft sell" tactics.

Bernbach's rejection of the dichotomy between "hard sell" and "soft sell" reflects his belief that successful advertising should not be confined to these limiting categories. The traditional "hard sell" approach is characterized by aggressive and persuasive tactics aimed at directly influencing the consumer's purchasing decision. In contrast, the "soft sell" approach tends to focus on subtlety, emotion, and brand image to create a more indirect impact on the consumer. Bernbach's dismissal of these terms suggests that he saw them as overly simplistic and inadequate for capturing the complexity of effective advertising.

Instead, Bernbach advocates for advertising that prioritizes substance, consumer service, and originality. By emphasizing "something with substance," he underscores the importance of delivering meaningful and relevant information to consumers. This approach aligns with the idea that advertising should not merely promote products or services but also educate and empower consumers to make informed decisions. Furthermore, Bernbach's emphasis on serving the consumer reflects his belief that advertising should prioritize the needs and interests of the audience, contributing to a more ethical and consumer-focused industry.

Additionally, Bernbach's call to "be sure you're saying it like it's never been said before" highlights the significance of creativity and originality in advertising. He encourages advertisers to break free from conventional messaging and strive for innovative and distinctive communication that captures the attention and imagination of the audience. This emphasis on originality aligns with Bernbach's renowned work, which often featured unconventional and memorable campaigns that deviated from the norm.

Bernbach's approach to advertising has had a lasting impact on the industry, influencing subsequent generations of advertisers and marketers. His focus on substance, consumer service, and originality resonates in contemporary advertising strategies that prioritize authenticity, storytelling, and consumer engagement. Advertisers today continue to recognize the value of delivering meaningful content, establishing genuine connections with consumers, and creating unique and compelling narratives that set their brands apart.

In conclusion, William Bernbach's quote challenges traditional notions of advertising by rejecting the "hard sell" and "soft sell" dichotomy and advocating for advertising that prioritizes substance, consumer service, and originality. His philosophy continues to shape the advertising industry, emphasizing the importance of meaningful communication, consumer empowerment, and creative innovation in reaching and resonating with audiences. Bernbach's enduring influence serves as a reminder of the transformative power of advertising that goes beyond mere persuasion to inform, serve, and inspire consumers.