The Cocaine of Advertising

Jul 21st, 2003 by Tony in The Wizard of Ads

Ask your physician how to feel good, and he’ll look you squarely in the eye and say, “Eat right and exercise.” Yet for every dollar spent in fitness centres, Americans spend nineteen dollars on cocaine. The reason? Two seconds after you snort cocaine you feel like Superman. Two weeks of diet and exercise just makes you hungry and sore.

The desire for instant gratification is harmless enough if the only thing it leads you to do is pay higher prices at a convenience store. But heaven help you if you demand instant gratification from your advertising! The business person looking for a financial quick fix will soon discover the cocaine of advertising, a four-letter magic chant:

Sale! Sale! Sale! Sale!

–Roy H. Williams, The Wizard of Ads, #20

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