Let me give you a hint. It is not creativity. No matter how creative you may think you are, if you don’t understand how advertising works you will not get very far. Most advertising agencies focus to emphasize how creative they are. Just google few of them and you will see it yourself. So why not take a different approach?
Advice from the advertising guru
According to David Ogilvy, the founder of Ogilvy & Mather, an international advertising agency giant, “Advertising has only one purpose: to sell. Everything else is secondary.” And how do you sell? He gives this example from selling: If you are at a party and a woman next to you asks which car to buy, what would you do? Would you start describing to her adjectives of the car such as pretty, cool and nice or would you give her the facts? Which one do you think sells more?
The forgotten professional secret
The one thing in advertising that always sells is information. That is what you want when you are buying something and that is what you should get. However, people working in the modern advertising tend forget what they are suppose to be doing. To make advertising that sells. Even all of the digital buzz campaigns and online communities around your brand has only one purpose; to sell – or at least they should have.
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