You have one chance to make a first impression. Your voice in your advertising and marketing is the first impression your future clients receive.
Bernbach’s (1911-1982) impact on advertising is something we can all learn from. Bernbach is credited with developing the subtle no-pressure approach to advertising, and much more.
He was a trailblazer during advertising’s creative revolution.
Here’s a quick snapshot about him, and why he’s important to you in 2019
As a boy Bernbach was interested in poetry and art. This interest followed him into New York University. There he majored in English and studied music, philosophy and business administration. He completed his Bachelor of Arts in 1932.
These were the Depression years. In 1933, he got his first job in the mailroom of an advertising agency. And he got the job as a favour to his family.
But, his creative drive and ability to see opportunities, and to create opportunities, along with his vision of how advertising ‘should’ be, led him to starting his own agency (DDB) in Manhattan.
His ideas, now seen as standard, were revolutionary
He’s credited with:
- establishing teams of copywriters with artists
- incorporating offbeat and non-traditional ideas, and
- a love of the elegance of simplicity in advertising.
One of his most successful campaigns was for Volkswagen: ‘Think smaller.’
Bernbach did not start life as a giant in advertising. He started humbly. While he died before the social media world began, his insights are still useful for the 21st century’s advertising revolution.
Why does this matter to you?
Maybe you think your blog doesn’t matter, or your website is ‘good enough.’ You might also think when you write material or develop training that you’ll just wing it when you need to.
Think again. Remember, your blog, website and all social media, never goes away. There’s value in doing the best you can. This is your reputation. This is your voice to the world as a professional.
We function in a competitive world where we sometimes sacrifice quality, or give up on creativity in order to do things faster. Do yourself a favour, and do things well.
One of the most elegant things you can do for yourself, and your legacy, is to create the voice you want the world to know.Cheryl Charron.
You are one in a crowd of many. Your ability to be authentic will define your space in the crowd. Bernbach did this for his clients by resisting trends, by understanding his clients and their desires.
One of the most elegant things you can do for yourself, and your legacy, is to create the voice you want the world to know. Do this consistently and you build credibility. Speak with both your heart and your head and you become approachable and trustworthy.
Bernbach was a visionary who stuck to his own intuition and beliefs in how advertising influences thinking.
You can follow Bernbach and his approach by asking yourself:
- are you using your intuition?
- what are your beliefs?
- are you using both your intuition and beliefs with wisdom to meet your client’s needs?
Everything you create to advertise and promote your business is an accidental or intentional statement of who you are, what you stand for, and how you see the future.
If you need some help figuring this out, rest easy. You’re not alone
Reach out and connect to a trained copywriter who can help you get your ideas into practice.
Ms Charron is a copywriter with more than 35 years of experience in a variety of industries. She’s a copywriter who is focused on remembering the human heart in advertising, and enjoys working in self-improvement and personal growth.