I admire people with gentle manners who treat other people as human beings. I abhor quarrelsome people. I abhor people who wage paper-warfare. Confessions of an Advertising Man
If you always hire people who are smallerthan you are,we shall become a company of dwarfs. If,on the other hand,you always hire people who are bigger than you are, we shall become a company of giants.
If you ever find a man who is better than you are-hire him. If necessary,pay him more than you pay yourself. Principles of Management
I despise toadies who suck up to their bosses;they are generally the same people who bully their subordinates.
Advertising is a business of words,but advertising agencies are infested with men and women who cannot write. They are as helpless as deaf mutes on the stage of the Metropolitan Opera.
Confessions of an Advertising Man
I don't believe in this specialisation. Who said that there's one breed of cat which is an account executive,and then there are the creative people-and they are quite different? This has been perpetuated by both sides for years. It's nonsense.
In most agencies,account executives outnumber the copywriters two to one. If you were a dairy farmer,would you employ twice as many milkers as you had cows
Few of the great creators have bland personalities. They are cantankerous egotists,the kind of men who are unwelcome in the modern corporation. Confessions of an Advertising Man
Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I now brilliant men who have lost every account they have ever handled. Confessions of an Advertising Man
One of the most brilliant colleagues I ever had was blackballed by three clients in one year;the experience hurt him so badly that he left the agency business for ever. If you are too thin-skinned to survive this hazard,you should not become an account executive in an advertising agency.
A lot of advertisements and television commercials look like minutes of a committee meeting,and that is what they are. Advertising seems to sell most when it is written by a solitary individual. He must study the product,the research and the precedents. Then he must shut the door of his office and write the advertisements.
Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork"is bunkum-a conspiracy of the mediocre majority.
Do not summon people to your office-it frightens them. Instead go to see them in their offices. This makes you visible throughout the agency. A Chairman who never wanders about his agency becomes a hermit,out of touch with his staff.
Our offices must always be headed by the kind of men who command respect. Not phonies,zeros or bastards.
I always use my clients' products. This is not toadyism but elementary good manners.
Don't expect your agency to pay for all the dry holes they drill on your behalf. Confessions of an Advertising Man
The best way to get new accounts is to create for our present clients the kind of advertising that will attract prospective clients. We do not have new business departments in our offices. No first class man will take the job;no second class man can do it effectively.
If you resign accounts every time you feel like doing so,you will empty your portfolio every year.
You aren't advertising to a standing army;you are advertising to a moving parade. Three million consumers get married every year. The advertisement which sold a refrigerator to those who got married last year will probably be just as successful with those who'll get married next year. Advertisement is just like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping.
The consumer isn't a moron，she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
THE POWER OF ADVERTISING
I once found myself conspiring with a President of the Board of Trade as to how we might persuade H.M. Treasury to cough up more money for the British Travel advertising in America. Said Sir David Eccles "Why does any American in his senses spend his holidays in the cold damp of an English summer when he could equally well bask under Italian skies? I can only suppose
that your advertising is the answer. "Quite so.
I frequently hear the Magic Lanterns described as rules. They are not rules. They are reports. Reports on how consumers react to different stimuli. If it were possible to create great advertising merely by studying the Lanterns, any damn fool could do it. More is required: innovative genius. The Lanterns only light the way for genius, indicating the most fruitful path to explore.
Shakespeare wrote his sonnets within a strict discipline, fourteen lines of iambic pentameter, rhyming in three quatrains and a couplet. Were his sonnets dull? Mozart wrote sonatas within an equally rigid discipline-exposition ,development, and recapitulation.
Were they dull?
Supposing you've got an acute appendicitis. You've got to be operated on tonight. Would you like to have a surgeon who's read some books of anatomy and knows how to do that operation-or would you prefer to have a surgeon who refused to read all books about anatomy and relied on his own instinct? Why should a manufacturer bet his money-perhaps the future of his company-on your instinct?
I had a friend who was the King's surge on in England. One day I asked him what makes a great surgeon. He replied, "What distinguishes a great surgeon is his knowledge. He knows more than other surgeons. During an operation he finds something which he wasn't expecting, recognizes it and knows what to do about it."
It's the same thing with advertising people. The good ones know more. How do you get to know more? By reading books about advertising. By picking the brains of people who know more than you do. From the Magic Lanterns. And from experience. I can't stand callow amateurs who aren't
sufficiently interested in the craft of advertising to assume the posture of students.
The most important decision is how to position your product. How to Create Advertising that Sells
A lot of successful advertising was created before POSITIONING was invented. And a lot of today's campaigns are based on optimum positioning but are totally ineffective-because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
Every advertisement must contribute to the complex symbol which is the brand image.
Most manufacturers are reluctant to accept any limitation on the image of their brand. They want it to be all things to all people. They want their brand to be a male brand and a female brand. An upper class brand and a plebeian brand. They generally end up with a brand which has no personality of any kind, a wishy washy neuter. No capon ever rules the roost.
It takes uncommon guts to stick to one style in the face of all the pressures to "come up with something new" every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains to create a coherent image, and the stability to stick with it over a long period.
The mail order advertiser has no retailers to shrink and expand their inventories, to push his product or to hide it under the counter. He must rely on his advertisements to do the entire selling job. Either the reader clips the coupon or he doesn't. A few days after his advertisement appears, the mail order writer knows whether it is profitable or not. For twenty seven years I have kept my eyes riveted on what mail order advertisers do in their advertisements.
It is a mistake to use highfalutin language when you advertise to uneducated people. I once used the word OBSOLETE in a headline, only to discover that 33% of housewives had no idea of what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.
Once upon a time I was riding on the top of a First Avenue bus,when I heard a mythical housewife say to another,"Molly,my dear,I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising,not its form.
Most of the art schools which train unsuspecting students for careers in advertising still subscribe to the mystique of the Bauhaus. They hold that the success of an advertisement depends on such things as"balance","movement",and "design" but can they prove it? My research suggest that
these aesthetic intangibles do not increase sales,and I cannot conceal my hostility to the old school of art directors whotake such preachments seriously .
"Making the logo twice the size" is often a good thing to do ,because most advertisements are deficient in brand identification. "Showing the clients'faces" is also a better stuatagem than it may sound,because the public is more interested in personalities than in corporations. Some clients can be projected as human symbols oftheir own products.
H.L.Menchen once said that nobody ever went broke underestimating the taste of the American public. That is not true. I have come to believe that it pays to make all your layouts project a feeling of good taste,provided that you do it unobtrusively. An ugly layout suggests an ugly produ
ct. There are very few products which do not benefit from being given a first class ticket through life.
Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it is destined. If you pin up the layouts on a lulletin board and appraise them from fifteen feet,you will produce posters.
Today,almost all our layouts look "addy".Too bad. How do you sell editorial layouts to clients? Try saying,"would you like the editors of half a dozen magazines to devote a whole page to your product?" The client will reply,"Yes,of course. But it is impossible." You say,"It is possible.
You buy the space and I will put an editorial in it. Look,here is your editorial.Better than any advertisement,isn't it?"
Most readers look at the photograph first.If you put it in the middle of the page,the reader will start by looking in the middle.Then her eye must go up to read the headline;this doesn't work ,because people have a habit of scanning downwards.However,suppose a few readers do read the headline after seeing the photograph below it.After that,you require them to jump down past the photograph which they have already seen.Not bloody likely.
It has been found that the less an advertisement looks like an advertisement,and the more it looks like an editorial, the more readers stop,look and read. Therefore,study the graphics used by editors and imitate them. Study the graphics used in advertisements,and avoid them.
All too often the bottoms of advertisements are littered with miscellaneous crap,gadgets,etc. Get rid of them;they contribute to an appearance of untidiness which reduces"impact"and readership.
I have found that it is easier to double the selling power of a commercial than to double the audience of a programme. Thismay come as news to the Hollywood hidalgos who produce programmes,and look down their noses at us obscure copywriters who write the commercials.
The purpose of a commercial is not to entertain the viewer but to sell him. Horace Schwerin reports that there is no correlation between people liking commercials and being sold by them. But this does not mean that your commercials should be deliberately badmannered. On the contrary,there is reason to believe that is pays to make them human and friendly,if you can do so without being unctuous.
Research has shown that commercials which open with a dramatic visual hold their a udience better than commercials which don't. if you are advertisinfg a fire-extinguisher,open with the fire.
Candor compells me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. It is based on the difficulty I always experience in hearing the wordsin jingles,and on my experience as a door-to-door salesman;I never sang to my prospects. The advertisers who believe in the selling power of jingles have never had to sell anything.
Next time you decide to have the salespitch sung in a television or radio commercial,play the song to half-a-dozen people who know nothing about the product. Then ask them what it said.
I have never liked posters. The passing motorist does not have time to read more than six words on a poster,and my early experience as a door-to-door salesman convinced me that it is impossible to sell anything with only six words. In a newspaper or magazine advertisement,I can use hund
reds of words. Posters are for sloganeers.
It is the professional duty of the advertising agent to conceal his artifice. When Aeschines spoke,they said,"How well he speaks." But when Demosthenes spoke,they said,"Let us march against Philip."
Resist the temptation to write the kind of copy which wins awards. I am always gratified when I win an award,but most of the campaigns which produce results never win awards because they don't draw attention to themselves.
While you are responsible to your clientsfor sales results,you are also responsible to consumers for the kind of advertising you bring into their homes. I abhor advertising that is blatant,dull,or dishonest. Agencies which transgress this principle are not widely respected.
Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.
Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives,researchers and others. Encourage this;you need all the ideas you can get .
Unless your advertising is built on a BIGI DEA it will pass like a ship in the night.
Encourage innovation. Change is our life-blood,stagnation our death knell.鼓励创新。改变是我们的生命血脉，停滞则如同敲起丧钟。
The most important word in the vocabulary of advertising is TEST. Test your promise. Test your media. Test your headlines and your illustrations. Test the size of your advertisements. Test your frequency. Test your level of expenditure. Test your commercials. Never stop testing,and your
advertising will never stop improving.
A steady diet of price-off promotions lowers the esteem in which the consumer holds the product;can anything which is always sold at a discount be desirable?
Our business is infested with idiots who try to impress by using pretentious jargon. They say that commercials for food products must include "an affirmative eatingexperience". The latest horror is SUBOPTIMIZE.
I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.
I believe in the Scottish proverb:"Hard work never killed a man." Men die of boredom,psychological conflict and disease. They do not die of hard work.
Agencies which frequently work nights and weekends are more stimulating,more successful-and more profitable. A tight ship is a happy ship-provided it is an informalship.
In the best establishments,promises are always kept,whatever it may cost in agony and overtime.
To keep your ship moving through the water at maximum efficiency,you have to keep scraping the barnacles off its bottom. It is rare for a department head to recommend the abolition of a job,or even the elimination of a man;the pressure from below is always for adding. If the initiative
for barnacle-scraping does not come from management,barnacles will never be scraped.
It is the inescapable duty of management to fire incompetent people.
The pursuit of excellence is less profitable than the pursuit of bigness,but it can be more satisfying.