4 thoughts on “Troy White Audio interview

  1. info@missioncopywriting.co.uk

    Hello Drayton

    Towards the end of this video you talk about ‘spending energy’ in the right places and as it’s the month of December and the TV is flooded with fragrance ads, I wondered if you could explain the rationale behind fragrance ads?
    When I see TV adverts I like trying to figure out the mechanics of them but when it comes to fragrance adverts I just don’t have a clue – is it simply that the prospect is supposed to see themselves (or their partner) as the lead character?
    (And do these ads work?)

    Thanks, Jacqueline

    Reply
    1. Drayton Bird

      I think it is safe to say that in almost all product categories people like to relate to those they admire. And the more the product relates to looks and social success, the more relevant this is.

      Thus advertising not just for fragrances but for watches, clothes, make-up – vven for coffee, with George Clooney – all use variations on the same weapon – people who are famous or look famous.

      The earliest famous example, about 90 odd years old, was 9 out of 10 film stars use Lux. I could bore for ages on the subject, but you get the idea.

      Reply
      1. info@missioncopywriting.co.uk

        All fascinating stuff. And it leads to so many questions about the way in which we can be influenced to part with time, money or a point of view based on the way we see ourselves.

        I’m wondering if as consumers we will ever evolve – but if the Lux advert is 90 years old, the answer might be – probably not.

        Reply
        1. Drayton Bird

          I have no idea why people imagine human nature changes.

          Even a cursory reading of the Bible shows it doesn’t. The story of how King David arranged to have Uriah killed in battle because he got Bathsheba pregnant is as old as time.

          Times change and so does technology. People, never.

          Reply

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