[This letter was published in Advertising Age Jan
29, 2007]
Dear Editor,
In response to Lisa Sander's article, Fed up agencies quit punching the clock; Following in Crispin's footsteps, agencies charge for ideas instead of time; AdAge Jan 22, 2007, p. 3:
This article simply reflects what's been true all along: Ideas equal money. Hollywood's known (and used it) forever. Could David Letterman take his "Top 10 List" along when he changed networks? Did Suzanne Somers cash in on her Chrissy character that she fleshed out? Read the history books-Hopkins and Caples taught the sales power behind the ideas used in advertising (Ogilvy was of direct-response cloth too). What's interesting here is the revelation of why "Got Milk?" has been around so long. Textbooks show the campaign never brought in bucks for the milk industry-yet the glossy slicks and celebrities continuously rolled out. The reason is not surprising. I was a copywriter on a six-month gig last year at a search agency where I beat the drum that three to four lines of ad copy (erroneously referred to as ad text) could be worth millions if transferred to other ad formats. (It's the idea, Sweetie.) There's never been a faster, cheaper, easier and more measurable way to test a concept's selling power. Any takers?TIA DOBI
Copywriter
Los Angeles
Tia Dobi is a copywriter who uses facts, testimonials & image-branding to sell clients' products so they can sleep soundly knowing their marketing $$ are well spent. Unlike other saleswriters, she's lived in 3 countries inside the U.S. borders and 3 outside, plus she's held these titles: P.M. of TV commercials & music videos, radio sports-stringer, tele-prompt operator for national news anchors, 'free-money-from-the-government' program expert, defensive driving instructor, executive recruiter and lint picker in a tuxedo factory. She meets advertising giant David Ogilvy's recipe for success: "A great copywriter must be well-rounded". Reach her now at 310-839-2468 or Tia@tiadobi.com.
