Copywriter's Handbook' clip - articulate, cocky, engaging, informative, narrator, professional, straightforward
Description
Vocal Characteristics
Language
EnglishVoice Age
Middle Aged (35-54)Accents
North American (General) North American (US General American - GenAM)Transcript
Note: Transcripts are generated using speech recognition software and may contain errors.
of the goal of advertising is not to be liked, to entertain or to win advertising awards, it is to sell products. The advertiser, if he's smart, doesn't care whether people like his commercials or are entertained or amused by them if they are fine. But commercials are a means to an end, and the end is increased sales and profits. For the advertiser, this is a simple and obvious thing, but the majority of copywriters and advertising professionals seem to ignore it. They produce artful, adds stunningly beautiful catalogs and commercials whose artistic quality rivals the finest feature films. But they sometimes lose sight of their goals Maur sales and the fact that their sales people behind typewriters and not literary artists, entertainers or filmmakers being artistic in nature. Advertising writers naturally, like ads that are aesthetically pleasing, as do advertising artists. But just because an ad is pretty unpleasant to read doesn't necessarily mean it is persuading people to buy the product. Sometimes cheaply produced ads, written simply and directly without a lot of fluff, do the best job of selling. I'm not saying that all your ads should be schlock or that schlock always sells best. I am saying that the look tone, an image of your advertising should be dictated by the product and your prospects, and not by what is fashionable in the advertising business at the time, or is aesthetically pleasing to artistic people who deliberately shun selling as if it were an unwholesome chore to be avoided at all costs.