A Quote by Morris Hite
If you have a good selling idea, your secretary can write your ad for you.
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Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a good ad campaign.' So, there is a little bit of slippage there. That's just a caveat. That's different from actually having an effective ad campaign.
Be very careful of what you allow to infiltrate your consciousness and subconsciousness. When you watch too much television, you'll start to feel inferior from all the commercials hard selling the idea that you're not complete unless you buy their product. The ad agencies appeal to your fear of not being wanted or loved. It's the same with the local news. They get you to stay tuned with a constant stream of fear tactics. It's as if our culture is addicted to fear and the flat screen is our drug dealer. Don't allow that crap into your head!
If you hear a good idea, capture it; write it down. Don't trust your memory. Then on a cold wintry evening, go back through your journal, the ideas that changed your life, the ideas that saved your marriage, the ideas that bailed you out of bankruptcy, the ideas that helped you become successful, the ideas that made you millions. What a good review-going back over the collection of ideas that you gathered over the years. So be a collector of good ideas for your business, for your relationships, for your future.
If your selling access to somebody who is a future president or current secretary of state, or if there's an implication that you are, that matters.
A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad.
TV is all about learning to write in someone else's voice, so if you do it long enough without selling your own project, they assume you don't have your own voice; you're just a good mimic.
You can learn to write. But what you write is something that depends on your taste and on your vision or whatever. Also, of course, the music I listened to inspired my idea of music. When people ask me "Where's your inspiration? Where does it come from?" I have no idea. Music is about music. Not about life and love.
I think daily deals are a good idea. Any ad people view as content is a good ad, and that's true for daily-deal ads too.
You can't just repurpose old material created for one platform, throw it up on another one, and then be surprised when everyone yawns in your face. No one would ever think it was a good idea to use a print ad for a television commercial, or confuse a banner ad for a radio spot. Like their traditional media platform cousins, every social media platform has its own language.
You should never write your own resume, personal ad, or obituary. In all three cases it is better to show your humility by letting someone else lie for you.
Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.
If you're working as secretary of state but half of your emails are about your own private business, since when is secretary of state such a leisurely job that half of your time and half of your email are spent on your own private business? There's something really wrong with that picture.
Students think they must write down the idea immediately, but I tell them if it's a good idea it'll be in your head in five minutes' time.
You write because you have an idea in your mind that feels so genuine, so important, so true. And yet, by the time this idea passes through the different filters of your mind, and into your hand, and onto the page or computer screen - it becomes distorted, and it's been diminished.
I've done a lot of ad films where an idea can be translated in 30 or 40 seconds. But in a movie, an idea needs to be stretched for two hours, and requires you to draw a bit from your experiences in life.
Selling an idea to a publisher is not as valuable as selling your audience to a publisher.
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