4. Big ideas.
Unless your advertising is built on a big idea, it will pass like a ship in the night. It takes a big idea to jolt the consumer out of his indifference – to make him notice your advertising, remember it and take action.
Big ideas are usually simple ideas. Said Charles Kettering, the great General Motors inventor: “this problem, when solved, will be simple.” Big, simple ideas are not easy to come by. They require genius – and midnight oil. A truly big one can be continued for 20 years – like our eye patch for Hathaway shirts.
View previous entries in the ‘How to create advertising that sells’ series from David Ogilvy on the Minerva Copywriting website:
Find out more about David Ogilvy’s acclaimed tenets of advertising across the Minerva Copywriting website, starting at the beginning of ‘How to create advertising that sells‘.
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