tags - directmarketing advertising quotes
“I’m not saying that charming, witty and warm copy won’t sell. I’m just saying that I’ve seen thousands of charming, witty campaigns that didn’t. Let’s say you are a manufacturer. Your advertising isn’t working and your sales are going down. And everything depends on it. Your future depends on it, your family’s future depends on it, other people’s families depend on it. And you walk in this office and talk to me, and you sit in that chair. Now, what do you want out of me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up?”
- Rosser Reeves
[#reeves2015realityinadvertising]: Rosser Reeves (2015): Reality in Advertising, Widener Classics.