A Shortcut To Gaining Trust With Your Ads

How Bill Bernbach's small admission technique revolutionized advertising.

In the 1960s, Avis was losing badly to Hertz. Instead of pretending they were #1, Bill Bernbach created one of the most famous campaigns ever: "We're #2. We try harder." By admitting their weakness, they gained trust. And sales went up 28% in the first year. The lesson: A small admission gains a large acceptance.