Direct marketing expert Murray Raphel a regular columnist for years for Direct Marketing Magazine compiled his best columns into a marvelous little book with a title that is instructive in itself… “But? Would Saks Fifth Avenue Do It”
I suggest that you get the book and I suggest you consider the implications of its title. Are we too concerned with image and too bound by convention to command the attention and the interest of the marketplace?
Saks Fifth Avenue may be able to continue and prosper almost exclusively because of its image established over many years but can you? My friend Gary Halbert says that the first clue to an advertising expert who can’t sell is a lot of conversation about image. If you need or want a lot of results from your ad dollars you cannot afford typical image advertising.
Consider the retail menswear business as an example. Look in the yellow pages at the retail menswear ads. Get an Entertainment Magazine like those given away free in hotels and look at those menswear retail ads. Get your newspaper and look at those retail menswear ads.
What do you notice? Isn’t it true that most of these ads look very much alike? They are infected with a ‘me-to-ism” that is deadly in its dullness.
Most of these ads also reflect the influence of the layout artist or graphic designer more than the influence of the copywriter. Yet we know that it is copy that sells.