Tell the customer the facts and you will have informed him, Tell the customer a story and you will have sold him. So what is the difference between informing and selling ?
Creativity of the writer.
The same facts presented differently have different effect.. judge for yourself which will be more remembered
On certain nights a wind off the desert, sometimes called The Santa Anas, travels through the mountain passes descending into the Los Angeles area. The extreme low humidity has been linked to a variety of physical and social conditions. Physically things such as the curling of hair, nervousness and skin irritation are reported. The social effects are subject to interpretation but anecdotally include increase aggression and physical confrontation. An uptick in domestic disturbances is associated with these circumstances. Other effects of this condition are unknow.
An upstart Korean company that has a worldwide reputation for buildingheavy diesel locomotives has decided to start making cars and they want to enter the US market. They come to Backer/Spielvogel Advertising because of the work we had done on Miller Lite Beer (Less Filling/Tastes Great) and rightly calculated that if this creative team could sell watered down beer to Bud drinkers, then they should be able to sell a cheap Korean car to Americans.
As the Senior Copywriter and Television Producer it was my task to make Hyundai a national Brand… 5 years later, Job Well Done… and a move to a larger agency was at hand.
Saatchi&Saatchi and Toyota were the next challenge. Now an Associate Creative Director responsible for Toyota advertising creative from brochures to broadcast in New York.Awards were won, sales were increased and everyone was happy… except me.
Began to hate New York City, had been exposed to the intoxicating aroma of the oil patch in Houston and wanted to make a change. Immigrated to “the space city” and sold my creative concept to the highest bidder for a time before an exciting Software company came calling.
Taking the title of Creative Director at BMC software with a staff of 15 was a new challenge, but in hindsight a bad move. They say that timing in everything and it appears that “they” are right. The Tech Bubble was about to burst and to save the BMC ship they had to jettison the entire advertising and marketing department.
Oh well, it was a fun ride while it lasted, got some lovely parting gifts and decided to put some real effort into my golf game…( going to correct that slice if it kills me)
Which brings me to today. After a few years of dabbling and working with some old friends’ on several internet marketing sites, I find myself in need of a new challenge.
As you can tell, I have extensive experience, an understanding of marketing/advertising and the desire to do good work. After all, I can only play so much bad golf.
I would welcome the opportunity to speak with you. I can be reached at the following