A Quote by Rosser Reeves
You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.
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You must make the product interesting, not just make the ad different.
David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
When you're thinking about your next product or current product and wondering how to make it different so you don't have competition, understand the job the customer needs to get done.
I definitely make an effort to work on different styles of music: not working on too many post-rock bands, or too many heavy bands, or too many folk bands, or just whatever. I have no desire to be known as somebody that just works on a single style of music and would rather avoid it, actually.
There is an enormous inertia that prevents people from change. You must always remember that it is impossible to make something better if you don't make it different - the converse is not true, of course. You cannot make something better unless it is different. And different scares the life out of so many people.
The only thing I say I consciously do is I definitely make an effort to work on different styles of music: not working on too many post-rock bands, or too many heavy bands, or too many folk bands, or just whatever. I have no desire to be known as somebody that just works on a single style of music and would rather avoid it, actually.
Too many companies believe that all they must do is provide a 'neat' technology or some 'cool' product or, sometimes, just good, solid engineering. Nope. All of those are desirable (and solid engineering is a must), but there is much more to a successful product than that: understanding how the product is to be used, design, engineering, positioning, marketing, branding-all matter. It requires designing the Total User Experience.
I think it's one of the nicest privileges as an actor is to know that you can move people in one moment, make them think about their lives, or make them laugh or make them cry or make them understand something. Or just make them feel something because I think so many of us, including myself, spend too much time not feeling enough, you know?
The truth is not that the problem is the newsroom does not understand capitalism. The problem is that the front office does not understand journalism. The problem is not that the average reporter does not understand what it is that's necessary to make the payroll, to make the good edifice, to make the thing that he wants. It is that in fact those who control too many of the edifices have actually come to believe that Wall Street has wisdom, and that that wisdom should instruct our business.
You can change your tomorrow if you do something today. Few people understand how the way you live today impacts your tomorrow. Today is the only time we have within our grasp, yet many people let it slip through their fingers, recognizing neither its value nor potential. If we want to do something with our lives, then we must make today matter, because that's where tomorrow's success lies.
I just look at it as a real group activity when you are making movies. There are so many different artists doing so many different things, and they are all interconnected. So I like to see what everybody else is going to bring to the table before I make up my mind too much about anything.
There's a lot of guys who use their likeness - to do movies, and do other business stuff, but not too many guys are actually making product. I'm making product, it's a different thing. A lot of guys are holding up Coke cans and get paid a lot of money to do that, but no one's making a Coke can. I'm the guy that's trying to make the Coke can.
The mistake so many marketers make is that they conjoin the urgency of making another sale with the timing to earn the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.
In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer's needs, and it must provide a product that delivers the promised benefits.
This album is my life, and my life's really not that interesting. It's not "not interesting," but I'm just some dude just like everyone else. But by recording it in an album format, it becomes a product. That's the idea of Built on Glass; it's the relationship between my personal life and the music I make.
Instead of just purchasing an ad campaign, target test and measure. Give an ad a small try. If the response is enough to pay for the ad, make it larger. With a franchise, ask the most successful franchisees what they did. Ask the bottom five guys what they did and avoid it.
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