The Two Most Important Words in Advertising

Read marketing and advertising journals these days and you come away with the impression that the only thing that matters is the network, the social group and the channel through which they can be summoned. Somehow The Message, the content-laden narrative that carried civilization from making its own stuff at home to buying it ready made by some other guy, has been relegated to that infamous dust-bin of history. You know how it is, I live-tweet, therefore I am.

The following essay reminds us that there is a point to all that screaming rhetoric, which is that people need to be convinced to part with their money. Doing so requires some skill and preparation. An essential part of that is figuring out what really matters to the person you are trying to convince. Specifically informing them of the ways in which your product or service addresses their need or want is a really good place to start.

The Ad Contrarian speaks (hat tip Greg Satell):

"I've never been to ad school or art school.

"I've never taken a course in copywriting or design.

I've never read a text book about marketing or strategy or account planning or media.

So I have no idea if what I'm about to say is commonly taught in classrooms and how-to advertising books, or if it's just some heresy I made up.

Creativity is very important in advertising. Strategy is very important in advertising. But, I'm sorry people, there is something much simpler and much more basic that is more important in producing successful advertising.

It's this: Be specific.
I've never been to ad school or art school.

I've never taken a course in copywriting or design.

I've never read a text book about marketing or strategy or account planning or media.

So I have no idea if what I'm about to say is commonly taught in classrooms and how-to advertising books, or if it's just some heresy I made up.

Creativity is very important in advertising. Strategy is very important in advertising. But, I'm sorry people, there is something much simpler and much more basic that is more important in producing successful advertising.

It's this: Be specific.