David Ogilvy founded Ogilvy & Mather in 1948! Once nominated as ‘the most sought-after wizard in today’s advertising industry’, his ideas are just as valid now as they were then.
I have distilled some quotes, tips and ideas from his book “Confessions of an Advertising Man” , ignore his advice at your peril!
“The consumer is not a moron; she is your wife!”
Realise that he was speaking in 1963, before sexism had become all-pervasive. This concept could more equitably be stated as “he/she is your partner!” However, it is certainly true that your customer is smarter than you think and is only ever getting smarter!
The old adage “You can fool all of the people some of the time……..” comes to mind. Current stats shows that 73% of your customers will research your product via the internet before even considering purchase, dodgy products just don’t make the cut any more.
Advertising is the Key, More Information equates to More Persuasion.
Companies, Businesses and Individuals that blog regularly, offering useful, informative and fresh content get up to 1300% the ROI of those who don’t. If your content is practical and actionable and, most importantly, useful, your readers will want to work with you, will trust you!
Blogs and E-books are fantastically popular nowadays, especially with those who have a product they are trying to sell and especially because the blogs deliver information for free!
Headlines sell; they are the ticket on the meat!
Headlines attract those who are potential customers for your product, to put it plainly, they sell! Newspapers have been using this knowledge for decades and blogs have got in the act more recently. People know this, but when it comes to email marketing that knowledge seems to go out the window!
The subject line is the most important element in your email campaign, or it should be! The master email marketers spend a large proportion of their time just getting the subject line right!
Advertising is not entertainment, nor is it an art form, it is an information medium!
I suspect there are many who would disagree with this, often repeated opinion of Ogilvy but countless studies have proved that, by and large, he was perfectly correct.
One great example of this is the Dollar Shave Club. Fairly recent in Australia but has been going since 2011 in the US, they base their whole business model on the idea that, for just a few dollars each month you can get a great shave. Alright, it’s not so inspiring for the ladies, but for us blokes it’s cheap. They have challenged the brand name (overpriced) razors that were dominating the market.
In the few years they have been operating Dollar Shave Club is worth over $120 million, all driven by advertising! Quoting Ogilvy, “What you say is more important than how you say it!”
Example of this are everywhere, “Simples!” (Compare the Market), “Just Do It” (Nike), “A Little Dab’ll Do Ya” (Brylcreem), “Think Different” (Apple Macintosh), they are omnipresent. Give people what they know and relate to, don’t talk up (or down) to them, just speak in their terms, using their voices.
If you have to hire people, look for those who aim for the remarkable, who will not settle for the everyday.
When you have to hire someone that you are (hopefully) going to work with for a good time, hire the best you can. Seeing new talent as a threat instead of a resource is probably the single biggest mistake you can make. Look at them as partners in your grand new adventure.
Remember, you can’t always be the smartest person in the room!
According to David Ogilvy, products have personalities, just like people! Image means personality and a bad image can break you! (A good image can make you!)
Coca Cola spends about $3 billion every year on branding! That’s more than Apple and Microsoft combined spend. And it shows! Coke has become one of the most powerful names in the business world through their branding and marketing strategies.
With the use of clever branding a soft-drink manufacturer (?) has managed to develop a higher value than the GDP of many smaller nations.
Ignoring Research can be as dangerous as ignoring a red light!
If you are not continually analysing and refining your business, you will fail! Research is essential in determining two important pieces of data, “what does your customer want from you?’ and “what do they think of your brand?”
If you don’t know the answers to these questions, or have a very good idea, you’re in trouble. David Ogilvy said it best “Never stop testing and your advertising will never stop improving!”
Research is critical, marketing people need to learn to use it in conjunction with good judgement.
We have just seen how dangerous a lack of research can be. Good research combined with poor judgement can be just as dangerous! Once the research has given you the information you were looking for you need to be able to take massive action, innovative and radical decisions.
A failure to use good judgment can result in ongoing losses whereas good judgment and research data used in conjunction can set you up for life! Do not rely on what has been seen to work in the past, you and your business need to evolve to meet the ever-changing lifestyles and needs of the modern shopper.
You need a big idea to get the attention of prospect so they will buy! If you don’t have a big idea, your advertising will pass them by like a ship in the night!
Once again, Ogilvy! He said “Ninety-nine percent of advertising doesn’t sell much of anything!” This is even more pertinent when we are talking about (or to) Millennials because they see so many advertisements, so many in fact that they have stopped responding to them.
Only rarely does an advertisement get through their filters and it needs a big idea to punch through and gain their attention!
That’s one reason why good marketing is so rare, the big ideas do not come along that often, but if you will accept a few tips from the acknowledged master David Ogilvy, you may have better results than most!