Monday, May 11, 2009

Original Advertising: Never Dull

There's a story in the news today about a major brand's search for its advertising roots.

It reminded me of the advice Richard Olmstead once wrote in a house ad for Young & Rubicam. He was the master of advertising writing, and his advice applies to all advertising.

Dick Olmstead wrote:

"Disciplines? Start with a clear definition of exactly what the advertising is to accomplish. And exactly how you plan to measure it's success or failure.

And exactly who it's talking to.

Then remind yourself that no one really wants to read advertising. You have to make your ads so compelling that people can't help themselves.

Which means telling your story - any story - in terms of the reader's self interest. They want to know, 'What's in it for me?'

Talk like a person, one-to-one. Not preaching, but conversing with a friend."

Dick Olmstead was a perfect writer. BTW, the visual is not from the original house ad, its just my spin on a good old brand.

Copyright © 2009 by John Eighmey. All Rights Reserved.

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