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The CopyWriters Connection

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what's you think should be the backbone of an ad agency?

Nov 24, 2006 3:02 pm

Would you read and respond to a boring message, or an interesting one?

farrukh_copywriter(at)yahoo.com

We can't bore people into buying a product or using a service or accepting an idea. But we can 'interest' them in doing so.

That is why people advertise. And that is why people need to be creative in advertising.

Research proves that more than 70% of the time, purchase decisions are emotional not rational - here again, one needs creativity to appeal to emotions.

A woman does not buy lipstick, she buys beauty. A man does not buy shaving cream, he buys attraction. People buy the sizzle not the steak. And advertising sells these to them, creatively.

Even account sevicing and account planning and media planning needs to be creative to make an impact, not just copywriters and art directors.

Like the legendary Bernbach used to say: "If your advertising goes unnoticed, everything else is academic!"

Farrukh Naeem
Copywriter, Journalist and Advertising Blogger

Private Reply to farrukh_copywriter(at)yahoo.com (new win)

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