I’ve collected quotations, thoughts, inspirational tidbits on the topic of advertising for almost four decades, even though I’m only 29.
I have multiple, hanging file folders filled with pages extracted from ADWEEK, Ad Age, Communication Arts, Fast Company, Inc, The Wall Street Journal, Creativity, Graphis and other publications over the years. Shhh, don’t tell my previous employers.
Many are highlighted in yellow marker and red pen, the same way a pastor would highlight scriptures in his Bible. Many of them have been copied and taped to my office wall.
But no matter where they presently reside, these quotations continue to pump fresh blood into my system. They remind me of why I got into the advertising business. They swamp me with feelings of guilt that I haven’t measured up. Even so, I still allow them to bellow at me the way William Walker harangued his troops in Braveheart. They are as relevant today as ever – regardless of new technology arriving on the scene.
I’ve included the cream-of-my-crop citations in a free e-book titled DISRUPTIVE DOGMA – 77 Tenets to Make your Advertising More Potent. It’s available for download on the Richter7 website home page. Here are a few excerpts from the book to whet your appetite, to inspire you or to discourage you, depending on the kind advertising you create or oversee:
“The best way to get a good idea is to get a lot of ideas. At first, ideas seem as hard to find as crumbs on an oriental rug. Then they start coming in bunches. When they do, don’t stop to analyze them; if you do you’ll stop the flow, the rhythm, the magic. Write them down and go on to the next one.”
“Men have been taught that it is a virtue to agree with others. But the creator is the man who disagrees. Men have been taught that it is a virtue to swim with the current. But the creator is the man who goes against the current.”
From The Fountainhead
“It’s never been more true that you can’t outspend the competition. You’ve got to outthink them.”
Chairman, The Martin Agency
“I believe in something I call cerebral creativity — advertising that makes people think, wonder, discover, react and mentally participate. That’s the kind they remember better, enjoy more, and talk about. And ‘talked about’ advertising is the best kind, primarily because it’s free.”
President / Executive Creative Director, Richter7
“Likeability correlates with persuasion. People who liked a commercial ‘a lot’ were twice as likely to be persuaded by it as people who simply felt neutral toward the advertising. Liking a commercial has everything to do with buying the advertised brand. What, then, makes a likeable commercial? Relevance, energy and ingenuity, in order of importance.”
Finding from a study conducted by The Ogilvy Center for Research & Development