Traditional Media

A Word From the Experts.
By now most everyone has heard the story, but I'll quote briefly from a bible of marketing/advertising professionals, Ogilvy on Advertising by David Ogilvy, ©1983:

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A few years ago, Harry McMahan drew attention to the kind of commercials which were winning the famous Clio awards for creativity:

Agencies that won four of the Clios had lost the accounts.
Another Clio winner was out of business...
Another Clio winner had given half his account to another agency.
Another refused to put his winning entry on the air.
Of 81 television classics picked by the Clio festival in previous years, 36 of the agencies involved had either lost the account or gone out of business.

What's the point here? Even though this example cites television advertising, the lesson is relevant whether we're considering print or online marketing. To quote another revered source, the Benton & Bowles Agency, "If it doesn't sell, it isn't creative."

I understand this, and I've built my business on that understanding.

I was trained as an advertising/marketing writer. But I learned early (read: some twenty years ago) that Marshall McCluhan was right. The medium is the message.

Unlike many writers, I'm not afraid to admit that the "delivery system" of your marketing message can often be critical to its effect. So I appreciate the importance of developing appealing marketing collateral. My work won't call attention to itself. It's not flashy; it's functional. I am not out to win awards; my goal is to serve the customers' needs best. And most often, getting the message across is what the customer wants. Isn't that true for you, too?

Even with the rapid growth of electronic media, there is still an important place for printed marketing matter. Print ads, brochures, price lists and the like won't be going away any time soon. Companies want -- and need -- their in-print collateral to get their message across effectively. I have met that need for hundreds of satisfied clients. Let's talk.

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