chuukyuu What do you do in attemptmg to produce good advertising and good copy?
Mr.Femina I put myself in the consumer's place.
And that's very easy'cause I'm a consumer.
First of all, I say to myself what's the single most important thing I want to say in an ad.
You can't say seven or eight or nine or ten things, just the single most imortant thing.
And once I find out the solution, then the ad itself becomes so easy.
Because once you say to yourself, "This is what I want to do. I know what I want to do", everything I say after that is just format and basis.
But first you've got to decide what's the single most important thing that you want to say.
Once you find it out then you sit down and talk, just talk.
We always talk. A good example is that at Delehanty we had a product-called Pretty Feet.
Pretty Feet is something that you put on your feet.
It's like a wax for girls. They would put it on their feet and they would make their feet look good.
And so I walked around the agency for three days asking girls what they thought about their feet.
They all said, "Myfeet are ugly. I hate my feet. My feet are terrible. My feet are horrible."
Every girl hated their feet so I made the headline this: What's the ugliest part of your body?
That's going to make everybody stop and want to read what it is. So we say, "Your feet", and they're going to say,
"That's right. It's my feet."
And then we tell what we can do for the feet.
And that's how it's evolved into an ad.
chuukyuu Do you instruct your employees with your method of creating good advertising?
Mr.Femina I can't build people into my image, no. I do it my way and they probably have their way of doing it.
I want to treat them as professionals.
Of course, I can have an agency full of people who do ads my way but when it's over, I have a complacency and no one has a chance to express what he is.
They are just following me and almost like a parrot.
Everybody has his own style and you should respect his style.
Everyone's style should be respected and everyone's way of writing and solution should be respected.
the ugliest part
of your body?
You said "my feet." didn't you?
Most women feel their feet are the least attractive part of trheir body.
Up untill now all a woman cxould do was hite them.
But now there's something you can do to make them prety.
Not just passable prety.
Are you going to show up
at the beach
with the same old feet
you had last year?