I am a hyper-creative person. It’s in my blood. It’s what fuels me.
But, when it comes to creating marketing messages for my businesses or those of clients, I often have to touch base with the real reason I am writing or otherwise creating. And, for that, I often turn back to a quote that keeps me pointing in the right direction:
I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I do not want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product. When Aeschines spoke, they said ‘How well he speaks.” But when Demosthenes spoke, they said, “Let us march against Philip.’
No doubt, the fact that, for years I have been my own client, it’s been my money at stake, my businesses on the line, has had an indelible effect. There is no greater motivation to create marketing that sells than being the one left holding the goods when a pretty, creative, witty campaign gains accolades, but fails in its essential mission.
The same person who shared the above quote, added a few sentences later:
In saying this, I run the risk of being denounced by the idiots who hold that any advertising technique which has been in use for more than two years is ipso facto obsolete….There have always been noisy lunatics on the fringes of the advertising business.
Their stock in trade includes ethnic humor, eccentric art direction, contempt for research, and their self-proclaimed genius. They are seldom found out, because they gravitate to the kind of clients who, bamboozled by their rhetoric, do not hold them responsible for sales results….
In the days when I specialized in posh campaigns for The New Yorker, I was the hero of this coterie, but when I graduated to advertising in mass media and wrote a book which extolled the value of research, I became its devil. I comfort myself with the reflection that I have sold more merchandise than all of them put together.
Can you guess who I was quoting?
Share who you think it was in the comments below (I’ll post the person’s name later tonight or tomorrow).
And, also let me know what you think about that person’s message.
On-target. Wildly off-base and old-school?
What do you guys think?
Join our Email List for Weekly Updates
And join this amazing community of makers and doers. You know you wanna...