One of my favorite David Ogilvy quotes is, and I paraphrase, “Our business is infected by people who have never sold a thing in their lives.”
It is so true. I would venture to say 80% of the advertising product out in the media today is “creative for creative’s sake.” It’s not about communicating a unique product value, it’s about getting people to stop and pay attention. Even worse than that is what I call “We’re here!” advertising. Basically “We’re here”! ads simply tells consumers what you sell and where to buy it.
I can’t read the newspaper without seeing this lazy crap.
If you find someone who really understands advertising and the craft of selling, don’t let him or her go. They are a dying breed.
