Posts etiquetados ‘Sales’

At first glance look somewhat similar, but there is nothing further from reality. The first is a sales tool that is governed by supply, demand and market strategies, communication and creative. The second is a subjective expression of some feature of reality and is governed by aesthetics.

The first seeks to generate expectations for the consumer to bring to its products and services that ideally lead to a sale, the second is 100% contemplative, is to recreate the senses and transmit the particular viewpoint of an artist, be it a painter, sculptor, filmmaker, writer or musician on a specific topic or time in their life.

Why is it so difficult to understand for many copywriters?

I do not know. And I have been in this business over the past 16 years, and although I have often been tempted to choose the most creative idea even out of strategy, most of the time I stay with the one that will work, not the pretty.

This brings us to the issue of advertising creativity awards. Usually ads earn fared quite poorly in sales. “And yet they are rewarded? What is rewarded? Is it Creativity? Based on what?

I disagree with those contests and I think it’s a mistake to reward communication pieces that have nothing to do with the essence of advertising: Sell.

Suddenly the creative advertising agencies “exploit” those spaces in the media: Film, Radio, TV, Newspapers and Magazines, to make their own “short”, “best joke” or the joke of fashion. Never go by sales, for the ultimate benefit of the customer.

All those people point far, far away from the raison d’être of the advertising business.

Advertising creativity must be a balance between surprise and argument of sale should be concise, should be brief and powerful, but powerful enough to allow consumers approaching, not to be awed by the creativity and then forget the brand name, the one that made that announcement.

Out there are a very few number of copywriters who understand the ultimate goal of creativity in advertising and even fewer who can dominate and deliver results consistently.