As the saying goes, “you can’t teach an old dog new tricks.” Well I have a new, more relevant saying for the business I’ve spent a lifetime in:
“YOU CAN’T TEACH A NEW DOG OLD TRICKS!”
It seems to me that many of today’s advertising geniuses have forgotten...or never knew...that advertising is supposed to WORK for the client...not just be silly or clever or look spiffy on the Internet.
Even fun, attention-grabbing advertising needs to make AN EMOTIONAL CONNECTION with the viewer or reader in order for it to WORK FOR THE CLIENT.
That’s hardly a new concept. Way, way back in the 1960s, when there was an advertising revolution, many copywriters, including myself, were heavily influenced by a book, originally published in the 1950s, written by one Roy Garn, and titled “The Magic Power Of Emotional Appeal.”
You can read about how it works in my “Bad Example” tab, where I explain, specifically, how and why all the anti-smoking advertising I’ve seen is a waste of money...and is literally COSTING rather than SAVING lives.
Better yet, get yourself a copy of the book (used copies are available on Amazon.com, worth its often high price).
And even better still, simply HIRE ME! I can give your advertising the shot of Emotional Appeal that will maximize its effectiveness.
In the old days I was earning several hundred thousand $$ a year ($1,000,000 or more in today’s money).
Today, as a Washed-Up Copywriter, I will work for food!
Go to my Contact Me page and let’s see what we can accomplish together.
