Albert Lasker. Mel Martin. Eugene Schwartz. Robert Collier. Victor Schwab. David Ogilvy. John Caples. Maxwell Sackheim. Bill Jayme.
Copywriters who wrote beautiful copy. Ads that drove results. As David Ogilvy said, “We sell or else.”
This is the point. Advertising comes in two flavors: artistic and mechanical.
One obscures the message and is judged by its originality. It conforms to the principles of art.
The other clarifies the message and is judged by performance. It conforms to principles of copywriting, of advertising.
One is a monument. The other is a tool. One is meant to attract attention from a distance. The other is meant to absorb traffic. To steer readers into action. To get results.
But this doesn’t mean you throw creativity out the window …
In this 9-minute episode of Rough Draft with Demian Farnworth, you’ll discover:
- The longest-spanning bridge in Switzerland
- Rosser Reeves’s great metaphor that perfectly illustrates the relationship between copywriting and creativity
- Four must-listen episodes of Rough Draft
- A neuroscientist’s definition of creativity
- What you can learn about creativity from a sales guide David Ogilvy wrote when he was 25
- The famous Bill Jayme headline for Psychology Today
Rough Draft on iTunes