To repeat once more: In no way do we want to lecture you with our blog or tell you something that you may already know or at least suspect.
What are we going on about then? After all, we are only talking about a few lines but a not inconsiderable amount of time that we are asking of you. Well, our only concern in this blog is our conviction. Of course, we cannot guarantee anything, nor can we offer any warranty for our services. If only because the art of seduction is so complex.
It is never going to be the case that your competition is better than you. It is you. You make your competitor’s apparent success so easy. A soccer team can only play as well as its opponent allows it to. The heart is never in the quality of the copy, but always in the creativity of the original.
The great copywriter Victor O. Schwab, who spent decades of his life dealing with advertising and its content and helped lift DDB agency to great fame, summed up the essence of the matter: „Most people,“ he said, „act first and think afterwards. But there are those who do it a little better: who think while they act. But the true geniuses think first – and then they act.“
You will never be able to beat your competitors in any kind of improvement of a copy of an advertising story of your competitor. In any case, you would be the first to succeed. The success lies always only in something, which the consumer expects from you and no other. Supply him with the sympathy, give him your own reason why he should buy your product and not that of the competition. Excite him, make him think, win his trust, his feelings and his admiration. Your courage and belief in your own performance – this is the engine that moves your customers. For this you need words. But how many? As many as you need to tell him something important in an interesting way. Never tell him a story he already knows. And certainly not the one he knows from the competition. Show him pictures, new pictures, ones that stimulate his imagination. Ones that make his dreams a reality. The kind he’s always wanted to see. Ones that show him what you are capable of giving him. Ones that solve his problems, ones that he can then connect to your products. But most of all, offer him something he can associate with you and only you. You and your product are the measure of all things. If you can communicate this credibly, you will also occupy the space you deserve.
We are looking forward to your visit on our blog “Think before doing”