Here are 10 marketing tips, updated with modern examples, from one of the greatest business minds this world has seen. All were taken from his book Confessions of an Advertising Man.
1. “The consumer isn’t a moron; she is your wife.”3
Sexism aside, Ogilvy was preaching an often overlooked notion in marketing way back in 1963: the customer is smarter than you think and is always getting smarter.9 (highlight to tweet)
Nowadays, 73% of customers research a product on the internet before buying it. Inferior products won’t cut it with the savvy buyer. You can’t fool your way into a profit (and if you can, you won’t be able to for long).
2. “The more informative your advertising, the more persuasive it will be.”
Blogs are all about free information. So are e-books. That’s why they’re so wildly popular with businesses these days.
If you give out useful, practical, and actionable information for free, customers will trust you and want to work with you. The stats don’t lie—businesses that blog regularly and offer fresh, informative content receive 13x the ROI of businesses that don’t.
3. “The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.”2
Headlines sell, plain and simple. While everyone knows this fact when it comes to newspapers and blogs, people often forget how important headlines are when it comes to email marketing. Your subject line is the most important element of your email marketing strategy. The pros spend half of their time just writing the subject line.
4. “I do not regard advertising as entertainment or an art form, but as a medium of information.”1
While many would disagree, countless case studies have proven Ogilvy’s opinion to be true.
Dollar Shave Club is a perfect example of this. They based their entire business model off the idea that you can get a great shave for a few bucks a month. Sure, the commercials were hilarious, but more importantly, they challenged the overpriced, brand name razors that were dominating the market. In a few years, Dollar Shave Club was worth $120 million.
To quote Ogilvy again, “What you say is more important than how you say it.”
5. “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.”
High-falutin’ language, jargon, and formalities have worn out their welcome with readers. Instead, everyday language dominates the marketing world. We’ve seen it with the California Milk Processor Board’s “Got Milk?” campaign, we’ve seen it in Nike’s legendary “Just Do It” motto, and most recently, we’ve seen it with the staggering success of Taco Bell’s “Fourth Meal”.
Jesus Alvarez desde www.sercompetitivos.com
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#Marketing : Tips from Father of Marketing David Ogilvy