Advertising: keep it simple

F.-Scott-Fitzgerald-An-American-Icon-5Many regard “The Great Gatsby” as the great American novel.

What you may not know is that F. Scott Fitzgerald made his living as an advertising man in the 1930’s. For the grand sum of $35.00 a week.

He was given a raise for writing this deathless prose for a steam laundry in Muscatine, Iowa: “We keep you clean in Muscatine”.

For any copywriter, reducing an entire concept to just a few well-chosen words is always a challenge. A great advertising concept, whether it is a slogan or a logo, gets the point across simply and directly.

Or in the words of Blaise Pascal:  “I have made this letter longer than usual because I lack the time to make it short.”

When creating great advertising, what you leave out is as important as what you leave in.