Let's get right down to the heart of the. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those alreadyexisting desires onto a particular product. This is the copy writer's task: not to create this mass desire—but to channel and direct it. Actually, it would be impossible for any one advertiser to spend enough money to actually create this mass desire. He can only exploit it. And he dies when he tries to run against it. This has been shown time and time again in the automotive field, for example. In 1948, in order to display their rising standard of living, the American public decided they wanted a longer, lower, wider car. Chrysler chose to buck the trend; and offered afine, functional car—with more head, leg and shoulder room on the inside—but shorter and squatter on the outside. A multimillion-dollar campaign was prepared bv one of the most creative in America. But the results—against the tide of mass desire—were catastrophic. In 1954, cars had become universallv long; and drivers were appraising each other's car in terms of horsepower. Here was the rise to dominance of a vast new public demand. The Twin-H Hudson Hornet, the twin-exhaust Cadillac, the Chrysler 300—all in turn exploited this trend, and rode it to gain millions of dollars in extra sales. The Ford Company decided to plav it down, and devoted millions of advertising dollars to sell safety. Again, the advertising ran into a wall of disinterest: results were nonexistent; and the next year Ford produced, and advertised, the highest-horsepower engines in their history YVut perhaps \Vie most pamTu\ prooY was the Edsel. Here was a good car, backed by a deluge of fhu< advertising, that died trying to fight the overwhelming switch in demand to a cheap, simple, inexpensive-to-run compact car. Let me repeat. This mass desire must already be there. It must already exist. You cannot create it. and vou cannot fight it. But you can—and must—direct it, channel it. focus it onto your particular product. What Is This Mass Desire—an d Ho w Is It Created? We can define this Mass Desire quite simply. It is the public spread of a private want. Advertising is a business of statistics. We deal with percentages of population. We address our ads to individuals; and yet the success of our advertising depends on thousands, or even millions, of these individuals sharing the same response to these ads—the response of wanting our product enough to pav us the price we ask for it.Before these individuals can share this buying response, they must first share the desire upon which our ad is based. Privately, each of them wants the same thing. Puhliclx. there are enough of them to repay us the cost of advertising, manufacturing and selling, plus a profit. It is the moment alien a private is shared by a statistically significant number of people, large enough to profitably repay selling these people, that a market is born. This market mav consist of a desire shared by only a few thousand people, such as the urge to own fine antiques. Or it may be shared by tens of millions, as the desire to lose weight. But it is there, demanding to be satisfied, waiting only for the information that will direct it onto a particular product.
tag: buy social traffic system, get social traffic system, oto review social traffic system, purchase social traffic system, review social traffic system, social traffic system, social traffic system author, social traffic system bonus, social traffic system bonus review, social traffic system by users review, social traffic system demo, social traffic system download, social traffic system explain, social traffic system features, social traffic system honest review, social traffic system oto, social traffic system oto review, social traffic system price, social traffic system proof, social traffic system review oto, social traffic system upsells, social traffic system works