A while back, when I worked at an ad agency, a client told me one day that he wanted an ad that didn't sound like an ad. Actually, I think that is what most clients want from their ad agencies, but this guy was the first one to express it so succinctly to me.
There is a very simple strategy to writing an ad that doesn't read like an ad, a sales pitch that doesn't sound like a sales pitch, an excuse that doesn't sound like an excuse. Tell the truth. A colleague of mine used to call this the Dragnet Approach. Just the facts, ma'am.
The truth, told in a straightforward and direct manner, will resonate with the reader or the listener. More advertisers don't use the Dragnet approach because it is harder. In the short term.
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