Make The Product Interesting

The writer must make the product itself interesting. Otherwise, a great part of his ingenuity and inventiveness will be used in devising tricks which lower the efficiency of advertising, rather than raising it. –Rosser Reeves
Babej has been reading Rosser Reeves’ classic, Reality In Advertising. From the quote above, it does not sound dated. Evidently, the business was filled with artistes then, like it is now. Hence, the need for a man like Reeves, who could reign the monkeys in.
In other news, Hadji Williams, author of Knock The Hustle tells us his book is selling well. And that he’s getting hate-mail of the “you’ll never work in this town again” variety, sent by trifling corporate ad industry types.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.