From Those Wonderful Folks Who Gave You Pearl Harbor by Jerry Del
Author:Jerry Del [Del, Jerry]
Language: eng
Format: epub
Published: 2011-03-12T13:17:37+00:00
CHAPTER
EIGHT
FIGHTS
HEADACHES
THREE
WAYS
‘The average copywriter and art director never stop learning. You have to know your product so well you could go out and be a salesman for the company pushing the product. What you’re trying to do in all of this is to isolate the problem of the company – naturally they wouldn’t have switched their advertising to your agency if everything was going along fine. What you’re trying to do is to crystallize the problem. Once you arrive at the problem, then your job is really almost over, because the solving of the problem is nothing. The headache is finding out what the problem is …’
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