Some useful tips to help you with your branding and marketing, from the godfather of advertising, David Ogilvy. Are you ready to take his advice? Of course you are!
2. MAD MEN
As popularised by the television series of the same name, the Madison
Avenue ad men of the 1950s were known as Mad Men (they coined the
term themselves).
David Ogilvy was one of the original, and most successful copywriters and
advertising men, widely hailed as the Father of Advertising. Ogilvy was a
creative, as well as an entrepreneur. He founded his own agency in 1949,
with $6,000, no college degree and no clients. The company went on to be
one of the most successful and respected in the world.
Some of his opinions may be culturally outdated, but many of his
thoughts on copywriting, marketing, advertising, and simply how to get
your work done are as helpful today as they ever were.
The following quotes are taken from Ogilvy on Advertising, a book that
all copywriters (and anyone else in marketing) should read.
3. “I do not believe
that fear is a tool
used by good
leaders. People do
their best work
in a happy
atmosphere.”
4. Whether you’re a leader or are working for someone
else, it’s important to know that the best work will be
produced in a calm and inspiring environment.
Give yourself the best chance possible by working in
the atmosphere where you are happiest.
5. “The more you
know about it, the
more likely you
are to come up
with an idea for
selling it.”
6. Research, research, then research some more. Find
out as much as you can about whatever you’re writing
about. Look at it from different angles. Seek out new
perspectives.
7. “Try to find a promise,
which is not only
persuasive, but also
unique.”
8. Get passionate about the product, or subject, you are
writing about. It may benefit your reader, but what
makes it unique? Find out what makes it special.
10. This may be obvious but it always bears repeating. It’s
not about why you think the product works, it’s about
why it works for your reader. Always write with their
point of view in mind.
11. “Stuff your conscious mind with
information, then unhook your
rational thought process.
“You can help this process by going for
a long walk, or taking a hot bath, or
drinking half a pint of claret.”
12. The claret may not always be a good idea, but the part
about letting go of your rational thought process is
definitely something to consider – especially if you hit
a brick wall. A sense of humour often helps too, and
music, and claret.
