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…I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product. — David Ogilvy
As a copywriter, sometimes I have to come to grips with this reality (and, sometimes, I have to convince others of it.).
It’s a simple dialogue:
Is that copy creative?
-No. It’s boring medical stuff.
Did it cause people to buy the product?
-Actually, yeah.
Good job.
Is that copy creative.
-You bet. Most creative thing I’ve ever written. See? Go ahead. You can laugh.
Ha ha. Very nice. Did people buy the product?
-No, but they just LOVED the project.
Good luck with that.
Now, I ask myself a new question. Oh I still want to be creative and insightful and get chuckles (where appropriate). But, now, I ask myself: “Can this piece be more interesting?”
That is, can it be more successful at it’s job, which is to sell a product, service or idea.
Food for thought.
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