--- title: "Meaning & Key Takeaway of: You must make the product interesting…" description: "\"You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understa..." image: "https://sms4smile.com/quotes/i/1a8/rosser-reeves-40967_ad_you-must-make-the-product-interesting-no_1987193.png" --- # You must make the product interesting, not just make the… ![“You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.” quote by Rosser Reeves](https://sms4smile.com/quotes/i/1a8/rosser-reeves-40967_ad_you-must-make-the-product-interesting-no_1987193.png) [Download](https://sms4smile.com/quotes/i/1a8/rosser-reeves-40967_ad_you-must-make-the-product-interesting-no_1987193.png) [Open image](https://sms4smile.com/quotes/i/1a8/rosser-reeves-40967_ad_you-must-make-the-product-interesting-no_1987193.png) > “You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.” [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Effective advertising must engage consumers, not merely differ visually; substance outweighs novelty. **In simple terms:** Make ads engaging, not just different. Key Takeaway Focus on product value and audience connection. Themes advertising creativity consumer psychology Mood inspirational strategic Type marketing advertising When to use this quote - product launch - campaign planning - media buying - creative brainstorming Key Concepts marketing strategy brand storytelling Questions to Reflect On - How can you make a product's core benefit clear? - What makes an ad memorable beyond its look? A Different Perspective Differentiation alone may not drive sales without relevance. ★ ★ ★ ★ ★ No ratings yet [Ad](https://sms4smile.com/quotes/about/ad/) [Ad Different](https://sms4smile.com/quotes/about/ad-different-1734286/) [Advertising](https://sms4smile.com/quotes/about/advertising/) [Copywriters Today](https://sms4smile.com/quotes/about/copywriters-today-3425375/) [Different](https://sms4smile.com/quotes/about/different/) [Different Copywriters](https://sms4smile.com/quotes/about/different-copywriters-3425374/) [Interesting](https://sms4smile.com/quotes/about/interesting/) [Just](https://sms4smile.com/quotes/about/just/) [Make](https://sms4smile.com/quotes/about/make/) [Make Ad](https://sms4smile.com/quotes/about/make-ad-1734288/) [Many](https://sms4smile.com/quotes/about/many/) [Must](https://sms4smile.com/quotes/about/must/) [Product](https://sms4smile.com/quotes/about/product/) [Product Interesting](https://sms4smile.com/quotes/about/product-interesting-1734290/) [Today](https://sms4smile.com/quotes/about/today/) [Too](https://sms4smile.com/quotes/about/too/) [Understand](https://sms4smile.com/quotes/about/understand/) [You](https://sms4smile.com/quotes/about/you/) ## Related quotes > [You must make the product interesting, not just make the ad different.](https://sms4smile.com/quotes/rosser-reeves/you-must-make-the-product-interesting-not-just-make-the-ad-different/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) > [Properly practiced creativity can make one ad do the work of ten.](https://sms4smile.com/quotes/william-bernbach/properly-practiced-creativity-can-make-one-ad-do-the-work-of-ten/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Fashion is not about product; it's about an interesting idea that you can't resist buying into.](https://sms4smile.com/quotes/alessandro-michele/fashion-is-not-about-product-it-s-about-an-interesting-idea-that-you/) [Alessandro Michele](https://sms4smile.com/quotes/author/alessandro-michele/) > [With 100 million people, somebody is using your product in some interesting way. If you change it... you're going to break some use cases.](https://sms4smile.com/quotes/mike-krieger/with-100-million-people-somebody-is-using-your-product-in-some/) [Mike Krieger](https://sms4smile.com/quotes/author/mike-krieger/) > [This is a great time for the 'guerilla marketer.' The days when you used to have to buy expensive TV time and a yellow…](https://sms4smile.com/quotes/dave-ramsey/this-is-a-great-time-for-the-guerilla-marketer-the-days-when-you-used/) [Dave Ramsey](https://sms4smile.com/quotes/author/dave-ramsey/) > [We were the first people to do advertising on the Web. I actually saw in 1993 that the ad could be the content, the destination.](https://sms4smile.com/quotes/tim-o-reilly/we-were-the-first-people-to-do-advertising-on-the-web-i-actually-saw/) [Tim O'Reilly](https://sms4smile.com/quotes/author/tim-o-reilly/) > [When I found this opportunity to answer the ad, I got the job and I've been there ever since.](https://sms4smile.com/quotes/dan-decarlo/when-i-found-this-opportunity-to-answer-the-ad-i-got-the-job-and-i-ve/) [Dan DeCarlo](https://sms4smile.com/quotes/author/dan-decarlo/) > [The ad business has some of the great artists, but because there are so many, its hard to determine the true gems.](https://sms4smile.com/quotes/steve-stoute/the-ad-business-has-some-of-the-great-artists-but-because-there-are/) [Steve Stoute](https://sms4smile.com/quotes/author/steve-stoute/) > [Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a…](https://sms4smile.com/quotes/sendhil-mullainathan/marketing-is-selling-an-ad-to-a-firm-so-in-some-sense-a-lot-of/) [Sendhil Mullainathan](https://sms4smile.com/quotes/author/sendhil-mullainathan/) > [The very first television ad targeted to women was produced by the Eisenhower-Nixon campaign in 1956. It includes footage of a woman supervising her…](https://sms4smile.com/quotes/jill-lepore/the-very-first-television-ad-targeted-to-women-was-produced-by-the/) [Jill Lepore](https://sms4smile.com/quotes/author/jill-lepore/) > [Imagine you're watching '30 Rock' and an ad comes on, but you don't like it. With Hulu Ad Swap, you can actually click the…](https://sms4smile.com/quotes/jason-kilar/imagine-you-re-watching-30-rock-and-an-ad-comes-on-but-you-don-t-like/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [What happened was I saw this ad for a yogurt plant for sale. It was in my junk mail pile, and I threw it…](https://sms4smile.com/quotes/hamdi-ulukaya/what-happened-was-i-saw-this-ad-for-a-yogurt-plant-for-sale-it-was-in/) [Hamdi Ulukaya](https://sms4smile.com/quotes/author/hamdi-ulukaya/) > [I saw an Emmy ad that AMC took out with all the 'Breaking Bad' nominees' photos, and there's my picture from the show. It's…](https://sms4smile.com/quotes/mark-margolis/i-saw-an-emmy-ad-that-amc-took-out-with-all-the-breaking-bad-nominees/) [Mark Margolis](https://sms4smile.com/quotes/author/mark-margolis/) > [Basically, Pizza Hut just backed out on the ad agency at the last minute. They got fired and we got fired. It was a…](https://sms4smile.com/quotes/gene-ween/basically-pizza-hut-just-backed-out-on-the-ad-agency-at-the-last/) [Gene Ween](https://sms4smile.com/quotes/author/gene-ween/) > [I personally felt that his ad hominen attacks on British architects were not the sort of thing a Prince of Wales should be doing…](https://sms4smile.com/quotes/anthony-holden/i-personally-felt-that-his-ad-hominen-attacks-on-british-architects/) [Anthony Holden](https://sms4smile.com/quotes/author/anthony-holden/) ## More by Rosser Reeves > [You must make the product interesting, not just make the ad different.](https://sms4smile.com/quotes/rosser-reeves/you-must-make-the-product-interesting-not-just-make-the-ad-different/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) > [No, I don't think a 68-year-old copywriter . . . can write with the kids. That he's as creative. That he's as fresh. But…](https://sms4smile.com/quotes/rosser-reeves/no-i-don-t-think-a-68-year-old-copywriter-can-write-with-the-kids/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) > [Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if…](https://sms4smile.com/quotes/rosser-reeves/advertising-is-actually-a-simple-phenomenon-in-terms-of-economics-it/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) > [What do you want from me? Fine writing? Or do you want to see the sales curve stop moving down and start moving up?](https://sms4smile.com/quotes/rosser-reeves/what-do-you-want-from-me-fine-writing-or-do-you-want-to-see-the-sales/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) > [Brand-image campaigns establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words, Mr.…](https://sms4smile.com/quotes/rosser-reeves/brand-image-campaigns-establish-contact-with-the-subconscious-of-the/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) > [They establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words ... They…](https://sms4smile.com/quotes/rosser-reeves/they-establish-contact-with-the-subconscious-of-the-consumer-below/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) > [Unless a product becomes outmoded, a great campaign will not wear itself out.](https://sms4smile.com/quotes/rosser-reeves/unless-a-product-becomes-outmoded-a-great-campaign-will-not-wear/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) > [Let's say you have $1,000,000 tied up in your little company and suddenly your advertising isn't working and sales are going down. And everything…](https://sms4smile.com/quotes/rosser-reeves/let-s-say-you-have-1-000-000-tied-up-in-your-little-company-and/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) > [No, sir, I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that…](https://sms4smile.com/quotes/rosser-reeves/no-sir-i-m-not-saying-that-charming-witty-and-warm-copy-won-t-sell-i/) [Rosser Reeves](https://sms4smile.com/quotes/author/rosser-reeves/) [Explore all 10 Rosser Reeves quotes ](https://sms4smile.com/quotes/author/rosser-reeves/) ## More Ad quotes > [I personally felt that his ad hominen attacks on British architects were not the sort of thing a Prince of Wales should be doing…](https://sms4smile.com/quotes/anthony-holden/i-personally-felt-that-his-ad-hominen-attacks-on-british-architects/) [Anthony Holden](https://sms4smile.com/quotes/author/anthony-holden/) > [Basically, Pizza Hut just backed out on the ad agency at the last minute. They got fired and we got fired. It was a…](https://sms4smile.com/quotes/gene-ween/basically-pizza-hut-just-backed-out-on-the-ad-agency-at-the-last/) [Gene Ween](https://sms4smile.com/quotes/author/gene-ween/) > [I saw an Emmy ad that AMC took out with all the 'Breaking Bad' nominees' photos, and there's my picture from the show. It's…](https://sms4smile.com/quotes/mark-margolis/i-saw-an-emmy-ad-that-amc-took-out-with-all-the-breaking-bad-nominees/) [Mark Margolis](https://sms4smile.com/quotes/author/mark-margolis/) > [What happened was I saw this ad for a yogurt plant for sale. It was in my junk mail pile, and I threw it…](https://sms4smile.com/quotes/hamdi-ulukaya/what-happened-was-i-saw-this-ad-for-a-yogurt-plant-for-sale-it-was-in/) [Hamdi Ulukaya](https://sms4smile.com/quotes/author/hamdi-ulukaya/) > [Imagine you're watching '30 Rock' and an ad comes on, but you don't like it. With Hulu Ad Swap, you can actually click the…](https://sms4smile.com/quotes/jason-kilar/imagine-you-re-watching-30-rock-and-an-ad-comes-on-but-you-don-t-like/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [The very first television ad targeted to women was produced by the Eisenhower-Nixon campaign in 1956. It includes footage of a woman supervising her…](https://sms4smile.com/quotes/jill-lepore/the-very-first-television-ad-targeted-to-women-was-produced-by-the/) [Jill Lepore](https://sms4smile.com/quotes/author/jill-lepore/) > [Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a…](https://sms4smile.com/quotes/sendhil-mullainathan/marketing-is-selling-an-ad-to-a-firm-so-in-some-sense-a-lot-of/) [Sendhil Mullainathan](https://sms4smile.com/quotes/author/sendhil-mullainathan/) > [The ad business has some of the great artists, but because there are so many, its hard to determine the true gems.](https://sms4smile.com/quotes/steve-stoute/the-ad-business-has-some-of-the-great-artists-but-because-there-are/) [Steve Stoute](https://sms4smile.com/quotes/author/steve-stoute/) > [When I found this opportunity to answer the ad, I got the job and I've been there ever since.](https://sms4smile.com/quotes/dan-decarlo/when-i-found-this-opportunity-to-answer-the-ad-i-got-the-job-and-i-ve/) [Dan DeCarlo](https://sms4smile.com/quotes/author/dan-decarlo/) > [We were the first people to do advertising on the Web. I actually saw in 1993 that the ad could be the content, the destination.](https://sms4smile.com/quotes/tim-o-reilly/we-were-the-first-people-to-do-advertising-on-the-web-i-actually-saw/) [Tim O'Reilly](https://sms4smile.com/quotes/author/tim-o-reilly/) > [This is a great time for the 'guerilla marketer.' The days when you used to have to buy expensive TV time and a yellow…](https://sms4smile.com/quotes/dave-ramsey/this-is-a-great-time-for-the-guerilla-marketer-the-days-when-you-used/) [Dave Ramsey](https://sms4smile.com/quotes/author/dave-ramsey/) > [What I realised is, watching some old home videos, I've always had a weird accent. It's because I spent a lot of time on…](https://sms4smile.com/quotes/alice-englert/what-i-realised-is-watching-some-old-home-videos-i-ve-always-had-a/) [Alice Englert](https://sms4smile.com/quotes/author/alice-englert/) > [I've always been a spontaneous singer. And all the stuff that you hear on the end of the songs, what they call the ad…](https://sms4smile.com/quotes/daryl-hall/i-ve-always-been-a-spontaneous-singer-and-all-the-stuff-that-you-hear/) [Daryl Hall](https://sms4smile.com/quotes/author/daryl-hall/) > [When the Mac ad campaign was in full swing, I quickened my pace as I went past certain bus stops. My wife told me…](https://sms4smile.com/quotes/robert-webb/when-the-mac-ad-campaign-was-in-full-swing-i-quickened-my-pace-as-i/) [Robert Webb](https://sms4smile.com/quotes/author/robert-webb/) > [Advertising and content have always been bound together - in print, on television, and on the web. Sure, you can skip the ad -…](https://sms4smile.com/quotes/john-battelle/advertising-and-content-have-always-been-bound-together-in-print-on/) [John Battelle](https://sms4smile.com/quotes/author/john-battelle/) [Browse all 92 Ad quotes ](https://sms4smile.com/quotes/about/ad/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "You must make the product interesting, not just make the ad different. 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