I stand amazed at a phenomenon I see quit often…
As copy writers, ad men (persons), marketing geniuses and business owners we have 60-years and billions of dollars in scientific advertising principles at our finger tips.
Masters of advertising have written these principles down in very easy to understand books. For the most part, it’s not opinion – it’s fact based on the bedrock of testing.
So, what do the majority of ad agencies, Fortune 500 advertisers and small business people do when they sit down to craft an ad or write copy?
They throw the books away and do what “they like” …Or, what their wife likes …Or, what the CEO likes.
And thus billions in ad dollars are flushed down the toilette of insanity.
