In this past Monday’s J621 class, Professor Donna Davis shared David Ogilvy’s quote “tell the truth, but make the truth fascinating.” Ogilvy, who is considered the father of advertising, is absolutely right. As communication professionals it’s our job to pinpoint interesting marketable aspects of items we are tasked with promoting.
But, what if the truth is not fascinating? This is a challenge that I know all marketing professionals have dealt with at one time or another. How do you market an item that is boring or over-complicated? As marketers, we all want the opportunity to market a product that is in-demand, relevant and user friendly. However, as we all know, this isn’t always the case.
If we accept Ogilvy’s challenge, we must sift through the truth and find relevant information that can be marketed as “interesting” to our target audience. At times this can be challenging, as it is up to us to find context and relevancy. Ogilvy’s statement “making the truth fascinating” also transfers over to this blog. As a new graduate student, right from the get-go we are inundated with knowledge from many different sources pushing different viewpoints. It’s up to us as critical thinkers and professionals to analyze and find an interesting element to blog about.
Is the truth always interesting? No. But, it’s up to us as communication professionals to make it so.