[ho_co]

If I'm off base, moderators, feel free to do as you will with this post. Someone must have already started a thread on this topic; if so, accept my apologies for overlooking it.

I just received from Andreas the L-Camera Forum Newsletter requesting submissions for the M campaign.

My feeling is that the ad agency is feeding the wrong end of the horse. One doesn't begin by dreaming up features to sell, because almost any other camera on the market can beat the M8 if you're citing specifics.

Example: How slow can you hand-hold? M8 1/15 sec. Meaningless question, meaningless answer. Time changes the answer. I'm much less stable than I used to be. Focal length is a factor. People vary. And whatever answer we give, any dSLR with image stabilization will beat the M8 in the same person's hands.

Example: If you say 'my camera weighs only 545 g,' someone will argue that his heavier camera is easier to hand-hold because gravity helps steady it.

The marvel of the Leica is the unique combination of simplicity, haptics, optics and electronics.

The rule is: "You don't sell the steak, you sell the sizzle."

Don't set up a series of questions and then say, "Show me a picture that illustrates the answer to these questions."

Do say, "Show me what you can do with a Leica."

Leica brochures in past years always showed excellent images. All the pictures were excellent. When you looked at Hasselblad brochures, most pictures were excellent, but not all. Rollei 6006 brochures had a few great pictures. Nikon's brochures looked then just as tacky as they do now, because they're trying to sell features instead of images.

Leica is more fun to use and makes better pictures because it feels right and works right *and* because it's fun to use.

But when we get into the business of selling features instead of images, we'll lose because someone will always have a feature we don't have.


Bitte, Herr Kaufmann, erlauben Sie es nicht, dass die Anzeigenagentur uns auf diesen Weg führe!