Remembering – “It’s not creative unless it sells”
June 4, 2008
In all my years in helping clients identify their “it” (unique selling proposition, strategic advantage, brand, sustainable identity, etc) – that special thing/essence/feeling that makes them unique in the eyes of others, some call it their “unique selling proposition,” one agency slogan from the 1980’s has always stood out as clean, clear and simple. It’s the Benton & Bowles campaign (crafted for their agency by Al Hampel) “It’s not creative unless it sells.”
WOW!
Don’t get seduced by the smart design, the soaring logo, the come hither message, the boffo elevator speech. If the message doesn’t help sell the product or service, it’s a flop.
So, if you’ve just put a lot of time (or money) into a promotional tool that looks/sounds pretty but doesn’t -
1) immediately and consistently connect you with the people you want to reach in the way you want to reach them (remember – every touch point with a prospect/customer can result in a sale); and,
2) immediately have them going into their blackberrys, databases, files or long-term memory banks so you will be at their finger tips when they want your goods or services; and,
3) have your phone ringing fairly regularly with inquiries and referrals
- then it isn’t creative in the way you wanted it to be.
For your next elevator speech, identity package, branding effort, brochure, business card – anything promoting you, ask before approving a design or learning the words, “will it sell?”
John Reddish works with entrepreneurs and other leaders who want to master growth, transition and succession to get results faster, less painfully and in ways that work for them. For information and/or additional similar content go to: www(dot) getresults(dot) com, or call 1.800.726.7985.
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2 Responses to “Remembering – “It’s not creative unless it sells””
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I keep reading about the “immortal words of David Ogilvy, It’s Not Creative Unless It Sells”
To set the record straight, Al Hampel wrote the line and the philosophy behind it while at Benton&Bowles.
Even Mr. Ogilvy credits me with it.
I would appreciate your imparting the credit where it belongs.
Thanks, Al Hampel
[rq=228511,0,blog][/rq]A Creative Director’s Life, Part 25, The Carol Channing Show
Thanks for commenting Al. I, too, have seen your line attributed to David Ogilvy and I have corrected (or at least tried to correct) those making the mistake many times. As you can see, there is no mention of David in my piece, and the line is attributed to B&B. You comment, now, will become part of the permanent record here at http://www.thesuccessionplanner.com.
I can’t tell you how many times, as a young copywriter (and even today) I think of “It’s not creative unless it sells,” as I write. It has been a guide and a challenge. Thanks from me and thanks on behalf of an industry who should heed your message each time copy is crafted.