Stand Behind Your Words: A Principle Worth Sharing
The Copywriter Column #204
Have you ever read Ogilvy on Advertising? It’s a great read for any marketer.
One thing that always stuck out at me is that Ogilvy had this simple rule: If his agency marketed a product he could use, he bought it.
If he was out there telling people these were "the best screws you can buy," he wanted to put his money where his mouth was. The guy even owned a Rolls-Royce!
(A bit outside of my budget, to be honest.)
I can't help thinking how much more meaningful this approach is now, when so many small businesses are getting hammered from all sides.
As an agency copywriter, it’s beneficial too. Not only does it provide genuine support to our clients, it gives me real, hands-on experience with the stuff I’m writing about every day.
Sure, there are some obvious limitations (i.e. budget and need).
Do I need women's clothing or swimwear? Nah, not my thing.
Am I in the market for pregnancy products, fancy gloves, or beauty creams? Can't say that I am.
But those supplements I'm already taking for my fitness goals? Absolutely.
Quality kitchen gear, running shorts, tasty snacks, cool home stuff, thoughtful gifts? Sign me up!
I try to support our clients' brands even when I'm not actively writing for them.
Most are small businesses hustling hard to make it work while dealing with rising costs, supply chain nightmares, and a shaky economy. When you add unnecessary trade wars and tariff hikes to the mix, these folks are really feeling the squeeze.
So buying their products or gifting them to friends is a small thing I can do to help them stay resilient.
And honestly, I haven't been disappointed by a client's product yet.
Not to mention, writing killer copy becomes so much easier when you've actually used the product.
But there's something even better about knowing you're backing up your words with action and helping good businesses and good people weather some seriously tough times.
🛒 Buy Ogilvy on Advertising on Amazon! (affiliate link)
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