ADVERTISING..WHAT TO SAY PART II

ADVERTISING IS NOT MEANT TO BE GREAT LITERARY WORK OR GREAT ART.IN FACT, THESE CAN BE DISTINCT DISADVANTAGE TO THE CREATION OF GOOD SALES MESSAGES.

COPYWRITERS ARE MEN AND WOMEN WHO HAVE CHOSEN THE PEN RATHER THAN THE BRIEFCASE TO MAKE CALLS ON THEIR CUSTOMERS.

THEY ARE PEOPLE WHO TAKE A PRODUCT, DISTILL ITS BENEFITS INTO A CONSUMER PROPOSITION AND THEN CONVERT THE PROPOSITION INTO A SELLING IDEA.

THE DISTINGUISHING MARK OF A TRULY CREATIVE COPYWRITER IS HIS OR HER CAPACITY TO RELATE TOTALLY UNRELATED ITEMS TO EACH OTHER IN SUCH A WAY THAT THE RESULT IS A MEMORABLE,POWERFUL SELLING IDEA.

BUT IT'S NOT AN EASY LIFE.

TO START WITH,THE COPYWRITER NEEDS INFORMATION,BECAUSE YOU CAN'T MAKE AN OMELETTE WITHOUT EGGS.

THIS HAPPENS LARGELY BECAUSE THE PRODUCT AND ITS MANUFACTURING PROCESS ARE AN EVERYDAY AFFAIR TO THE CLIENT.HE SEES NOTHING EXCITING IN IT.A NOT INFREQUENT ATTITUDE IS,'OUR SOAP IS JUST LIKE ANYONE ELSE'S SOAP.'

WHICH IS NOT OF MUCH USE TO THE ADVERTISING MAN WHO US TRYING TO FIND A COMPELLING DIFFERENCE BETWEEN THE PRODUCT HE IS BEING ASKED TO PROMOTE AND THE COMPETITOR'S PRODUCT.

                                                    ....................................TO BE CONTINUED IN PART 3.