Schräge Lebensläufe = geradlinige Werbung?
Bevor er seine Werbeagentur gründete, die später zu einer der weltweit grössten wurde, zog David Ogilvy ohne bestimmtes Ziel durch die Welt. Und arbeitete als Koch, Fürsorger und Tabakfarmer.
Schräge Lebensläufe als Garant für geradlinige Werbung?
Meine Lieblingsstellen:
«When I write an advertisement, 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. When Aeschines spoke, they said: how well he speaks. But when Demosthenes spoke, they said: let us march against Philip.»
«Copywriters may not be the most visible people in agencies, but they are the most important...
...the most difficult people to find are those who have the capacity to become good copywriters...
...I have found that they always have well-furnished minds. They give evidence of exceptional curiosity about every subject under the sun. They have an above-average sense of humor. And they have a fanatical interest in the craft of advertising...
...even the best copywriters are prenaturally thin-skinned. When you have to reject their work, do it gently, and praise them to the skies when they perform well. They are the geese who can lay golden eggs. Inspire them to keep laying.»
«Take whiskey. Why do some people chose Jack Daniel’s, while others choose Grand Dad or Taylor? Have they tried all three and compared the taste?
Don’t make me laugh. The reality is that these three brands have different images which appeal to different kinds of people.
It isn’t the whiskey they choose, it’s the image. The brand image is 90 per cent of what the distiller has to sell.»
Erhältlich bei Amazon.
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