It's easy to make fun of advertising folks because, well, far too many of them produce some truly crappy work. On the other hand there are some tremendously talented ad professionals who produce truly inspiring work. In other words advertising is like every other industry out there, populated by the good, the bad and the ugly.
One of the paragons of advertising was David Ogily and this letter he wrote about his process for copywriting shows that his process was anything but painless:
1. I have never written an advertisement in the office. Too many interruptions. I do all my writing at home.
2. I spend a long time studying the precedents. I look at every advertisement which has appeared for competing products during the past 20 years.
3. I am helpless without research material—and the more "motivational" the better.
4. I write out a definition of the problem and a statement of the purpose which I wish the campaign to achieve. Then I go no further until the statement and its principles have been accepted by the client.
5. Before actually writing the copy, I write down every concievable fact and selling idea. Then I get them organized and relate them to research and the copy platform.
6. Then I write the headline. As a matter of fact I try to write 20 alternative headlines for every advertisement. And I never select the final headline without asking the opinion of other people in the agency. In some cases I seek the help of the research department and get them to do a split-run on a battery of headlines.
7. At this point I can no longer postpone the actual copy. So I go home and sit down at my desk. I find myself entirely without ideas. I get bad-tempered. If my wife comes into the room I growl at her. (This has gotten worse since I gave up smoking.)
8. I am terrified of producing a lousy advertisement. This causes me to throw away the first 20 attempts.
9. If all else fails, I drink half a bottle of rum and play a Handel oratorio on the gramophone. This generally produces an uncontrollable gush of copy.
10. The next morning I get up early and edit the gush.
11. Then I take the train to New York and my secretary types a draft. (I cannot type, which is very inconvenient.)
12. I am a lousy copywriter, but I am a good editor. So I go to work editing my own draft. After four or five editings, it looks good enough to show to the client. If the client changes the copy, I get angry—because I took a lot of trouble writing it, and what I wrote I wrote on purpose.
