Wise Words of Advertising Advice
Sometimes you just need a little advertising inspiration.
Maybe you’ve run out of ideas, or you’re stuck on a campaign design; or maybe you just need some good advice from David Ogilvy and Bill Bernbach. Whatever the reason, these wise words from some of the industry’s greatest will have your creative juices flowing in no time.
“Never stop testing, and your advertising will never stop improving.” – David Ogilvy
Ogilvy, often considered the Father of Advertising, knew experimenting was the key to creating great ads. When your advertising ideas feel stale, test out something totally different – different colors, fonts, mediums, etc. You can never have too many different ideas.
“Find a niche, not a nation.” – Seth Godin
Godin might not be an advertising giant like Ogilvy, but he definitely knows a thing or two about successfully marketing to consumers. So when this Direct Marketing Hall of Famer tells you to narrow down your audience, it’s best to take note. Your product isn’t designed for everybody, so don’t advertise it to everybody. Be specific!
“Make it simple. Make it memorable. Make it inviting. Make it fun to read.” – Leo Burnett
Nobody likes to look at boring ads, especially your potential consumers. Your ideas should be exciting and eye-catching. Don’t overcomplicate your advertisements. Less is more when it comes to design. Follow Burnett’s suggestions, and make your advertisements pop.
“The most powerful element in advertising is the truth.” – Bill Bernbach
Sometimes advertisers get a bad rap for stretching the truth, but it’s important to stay honest when advertising. Your customers don’t want to be lied to. They want to be able to trust you. Attracting customers requires more than creative advertisements; it requires honesty. When designing your campaigns, keep the truth in mind.
“Creativity is an advertising agency’s most valuable asset because it is the rarest.” – Jef I. Richards
This industry might be all about creativity, but that doesn’t mean good ideas are everywhere. When creating a campaign, do something different. Do something your customers aren’t expecting; something they’ve never seen before. Creativity is what attracts new business.
“Think like a customer.” – Paul Gillin
When designing print or online advertisements for your company, you’re probably thinking like an advertiser. Stop. Instead, think like a customer. Would this ad attract you? Does that headline make sense? Does the copy explain this product? If your ad doesn’t attract you as a customer, it should be changed.
Your ads should still be creative, but they also need to be functional and make sense. If a customer can’t understand what your company does or the product you’re selling because your campaign is too artistic, your business is going to be in trouble.
“The best advertising you can have is a loyal customer spreading the word about how incredible your business is.” – Shep Hyken
Your advertising could be the best in the world, but a loyal customer will still be better. Don’t assume great advertising is all you need to succeed. You need to communicate with your consumers after they’ve purchased your product. Your advertising will attract them initially; your service will keep them coming back.
Now that you’ve heard some advice from these advertising greats, you should be ready to create an amazing campaign. Just remember their wise words.