There is a new story today that suggests tomatoes have no taste because they’ve been genetically engineered to look good. Brilliant red tomatoes with nary a color blotch, piled high in our grocery stores because of a gene mutation that has said “buh-bye” to flavor, sweetness and aroma.
I wonder if advertising has been genetically engineered to look pretty, the result of which has been impeded selling. Have we removed the important selling component of thoughtful copy in favor of pretty pictures? Has the flavor gone out of our copy. The sensual response that good copywriting can evoke? I fear the answer is yes.
To sell one must do more than convey, one must connect and inspire.
At Cannes, mightn’t we instate a copywriting award? RU listening creative leaders? (David Lubars?) Let’s loose the robo-copy and build more artful selling. Put that on you BLT with light Hellman’s. Peace!