Monday, December 10, 2007

advertising isn't for everyone

I don't mean that a career in the business isn't for everyone. (Although it isn't for everyone--some study showed advertising to be disproportionately peopled with optimists, no surprise for a profession requiring that you always see the upside of things.) I mean that not everyone selling something should advertise. Like, I've had this thing on my foot for about a year and finally decided to see a podiatrist. How to find one? I could ask my doctor for a reference, but he's out of town on a book tour-- as it seems a disconcerting number of doctors are. I could ask my friend with chronic foot problems for the name of her doctor, but if she had a good one would her problems be chronic? Car cards in the subway advertise a podiatrist, but I'd never call him. Why, I wonder. Advertising is my profession. Why do I scorn the use of it to promote certain services? Is it because Dr. Salzanno didn't enlist the help of a professional? His ad is obviously an in-house production: multiple typefaces, competing visuals, phone number in mammoth type size no self-respecting art director would have let him get away with. But even if his ad won a pencil, I wouldn't call him. If a doctor has to advertise, I think he can't be any good. Which must make it hard for young docs to start up a practice. Perhaps this will change--as all else seems to do. It was also thought unseemly for candidates to market themselves like products until Ike's handlers enlisted the services of Rosser Reeves, inventor of the Unique Selling Proposition (USP) and supremely annoying Anacin commercials.

Meanwhile, I remain optimistic about finding a podiatrist in Manhattan. If you know of a good one, gentle reader, please post.

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