This old pro, a copywriter, a Greek named Teddy, told me the most important thing in advertising is “new.” It creates an itch. You simply put your product in there as a kind of calamine lotion.
On my way back to the office after lunch today, I realized that my breath wasn’t as fresh as it could be. The garlic in my salad dressing had been a little stronger than I expected. But, alas, when I reach for my customary pack of gum in my blazer pocket, it’s missing. I’m out of gum!
No problem. I know I can pick up another on my way into the office building. As I reach the gum counter in the foyer corner store, I quickly scan the options: Trident, Stride, Juicy Fruit, and so on. I spend no more than a few ...