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"When I write an advertisement, I don't want you to tell me that you find it creative. I want you to find it so interesting that you buy the product." - David Ogilvy There are a lot of secrets of direct marketing that few agencies understand. Without solid experience, a general advertising agency can neither teach nor practice direct marketing confidently or successfully. General advertising agencies know surprisingly little about how to create good direct response advertising. Without a yardstick of response to tell them how close they are coming to the mark, image-makers don't really know what will or will not succeed. Their aim is to tickle the client, win the creative award, and hopefully get lucky. These advertisers make the mistake of focusing on being "creative" rather than selling the product or brand.
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