...there was some concern that the chairs would all be taken by design freaks with notable eyewear and huge lofts, as opposed to a cross-section of New Yorkers. So the Blu Dot team stopped Tweeting chair drops in advance.
For all Ogilvy’s famous disdain for creativity, he also recognized that intelligently applied creativity was crucial to effective advertising.
Like all great copywriters, he understood that formulas can only take you so far. Advertising breakthroughs need a poet as much as they need a killer.
Most good copywriters aren’t particularly good writers. If you are, you have the potential for a remarkable competitive advantage. Just remember that you need to marry the grace, elegance, and thoughtful novelty of your words to a well-thought-out business strategy.
You’re lucky—the strategic part is much easier to learn than the poetry bit.
The hard part for you can be accepting your inner killer. Make peace with the desire to make money (for yourself and your clients) as well as making something beautiful, and you’ll be unstoppable.
People feel guilty about hedonism right afterwards, but as time passes the guilt dissipates,” said Dr. Kivetz, a professor of marketing at the Columbia Business School. “At some point there’s a reversal, and what builds up is this wistful feeling of missing out on life’s pleasures.”