It is most definitely, a science.
"I am sometimes attacked for imposing 'rules'. Nothing could be further from the truth. I hate rules. All I do is report on how consumers react to different stimuli. I may say to a copywriter, 'Research shows that commercials with celebrities are below average in persuading people to buy products. Are you sure you want to use a celebrity?' Call that a rule?" - David Ogilvy
It is not a rule.. but most definitely, a science.
I have always wondered why the people in my industry hiss at the thought that there is a science behind the work we do. At large, are we selfish narcissistic jerks that believe the things we create will be loved by the masses? I hate to think so. I have worked with exceptional talents who views the world in humbling ways. What usually happens is they get indoctrinated by those who have seniority.
The levels of toxicity cut away the focus on the audience and what is left is the focus on the client. What would the client like, is the only question that matters.
When I entered the world of David Ogilvy, Joseph Sugarman, and Marty Neumeier.. the focus was always on the consumer. They had masterfully positioned themselves as the trustworthy expert.
And when trust is gained, the clients fall in line and open their minds to the craft of these legends.
Imagine my shock and sorrow when I look towards my surroundings and find a very very different reality.
We should know our business well. We make a living through communication. We communicate with fellow humans. Humans, who think and feel. The behaviour can be measured and if it is measured, it is definitely a science. This is the essence of what makes our work good. We are capable of creating a voice that understands you. So we should learn the science, understand it, and make good work. Because this is what matters. To make a voice that tells their audience "I understand you."
