Here’s a superb pitch for the Kodak Carousel slide projector from Episode 1×13 of Mad Men.
This old pro copywriter — Greek, named Teddy
Teddy told me the most important idea in advertising is NEW
It creates an itch — you simply put your product in there as a kind of “calamine lotion”
BUT he also talked about a deeper bond with the product
NOSTALGIA — it’s delicate BUT potent
Now, go ahead and answer Seth Godin’s question: “Which comes first, the product or the marketing?”
(It pays to watch TV. If all else fails, just read Seth Godin)