The Art of Copywriting and Advertising with David Ogilvy

[Music]. i'm alex berman and you're watching selling breakdowns, and this time we're toking about the art of copywriting and advertising. when was the last time you didn't skip the ad before the youtube video you were watching? or when did you actually visit the ad page on a website and bookmark it or take a screenshot? not that often right now, when all of us consume so much content online. we're bombarded with advertisements, but not many of them are memorable. one reason for it might be that you don't need the product the ad is marketing, but another reason, probably more important, is that the ad isn't interesting enough. don't be a bore. you cannot bore people into buying your product. you can only interest them in buying it. the man providing this essential lesson in marketing is the og, the grandad, the grand wizard of advertising and copywriting, the great mr david ogilvy. ogilvy is one of the original inspirations behind the show mad men, founder of the ogilvy and mother advertising agency, people who, in the 40s and 50s, changed the way marketing and advertising were done. ogilvy is to advertising what beethoven is to music, charlie chaplin is to on-screen comedy or what babe ruth and michael jordan are to their respective sports. let's hear from copywriting expert neville medora, by david ogilvy. this ad, in some in like 1980, brought in something like 1.8 billion dollars in revenue to the company. and the reason is what they did was, instead of having a fancy art director do all this stuff, david ogilvy just wrote out all the secrets of advertising. so they put this out in magazines and newspapers and what that did was other advertising firms before the ogilvian style of advertising agencies would get contracts based on their art direction merits. the art department would win awards for their creative choices and the agencies would get more contracts. but ogilvy changed all that. he believed in a direct and interesting approach. he didn't subscribe to the idea of jazzing up the campaigns with comedy and other gimmicks. ogilvy once famously said: rely on the truth and make the truth interesting. simply put, ogilvy wanted sales and that was the major innovation. he believed in direct response, copyrighting. the origins of ogilvy's business philosophy could be traced to his life before he started his ad agency at the age of 38, born in england to a middle class family, ogilvy dropped out of oxford. among many other jobs, he sold agga cooking stoves door to door in the depression era and the manual that he wrote for the stoves was described by fortune as probably the best manual ever written. after immigrating to america, ogilvy did a lot of research for george gallup's research agency for a whole decade, from 1938 to 1948.. study the product. the more you know about the product, the more likely you are to come up with a big idea for selling it. but the biggest attribute for ogilvy's success was his precision and design of words. the format adopted and popularized by david ogilvy in print advertising was this: a large image about the product, a headline below, followed by text about the product. one of the most successful and interesting campaigns by ogilvy was the hathaway shirt man. it was a campaign for a tiny shirt company from maine. on the shoot day, ogilvy added the eye patch as a prop to induce curiosity. the gamble paid off, the eyepatch got eyeballs and ogilvy's text gave the buyers the information they needed and the shirts sold out after the first campaign. ogilvy brought a sense of ethics and professionalism into the advertising industry in the us. another important quality about ogilvy was his respect toward the intellect of the buyer. he once famously said: the consumer's, not a. she's your wife. don't insult her intelligence. you wouldn't lie to your wife, don't lie to mine. ogilvy continued to climb the ladders of success and was among the top dogs in advertising through the 50s and 60s until he retired from the new york office in 1973. he moved to paris after his retirement. the key principle that brought all of this success to oglevena's firm was to focus on selling rather than entertaining. ogilvy understood the difference between the two and that's why he was so against using celebrities and ads. once in a speech at an awards show he expressed his disdain for entertainment rather than substance and ads. he said there's a disease called entertainment that's infecting our business. he also regretted his own decision of putting the first lady eleanor roosevelt in his campaign for a margarine brand. but times have changed. ogilvy believed in content, using the right words and testing, and for that he was inducted into the direct marketing hall of fame. also, he just didn't like the medium of tv ads. he believed that those ads focused much more on presentation rather than content and that it was hard to track down directly how much they contributed to the sale of the product. so an ancient chinese pantomime is pretty good commercial. but i think nowadays, especially with the internet- facebook ads, instagram as youtube ads, etc. google ads- you can track this to a precise degree. and that was david ogle's dream. he never got to really see that that internet age come out, but he loved toking about how much better direct response marketers were than general brand advertisers. that's why i liked him. he's all about the numbers, all about the science. the lessons that we can learn from david ogilvy, the father of modern advertising, are this: tell the truth and make it fascinating. the consumer is not a keep researching and testing. catch the consumer's curiosity and satisfy it with well-formed text, ie copywriting- and don't focus on gimmicks. entertainment doesn't matter, sales do. now you can apply all these principles and use them on your next big idea. as the master says, you know what clients want from us is big ideas. unless your advertising has a big idea, it will pass like a ship in the night. thanks for watching. i'm alex berman. be sure to like this video and subscribe for more content like this. also on the screen. you can see some of our past videos and i highly recommend checking them out. [Music] you.

The Legend Of David Ogilvy

the eyepatch wearing man in the hathaway shirt, colonel whitehead and schweppervescence, the pepperidge farm bakery wagon- all have become advertising icons and all came from the mind of david ogilvy, one of the founding fathers of modern advertising. in 1962, time magazine called him the most sought after wizard in today's advertising industry. his firm belief that the consumer is not a help start a creative revolution in the 1960s that changed the landscape of american advertising. born in england in june 1911, ogilvy took a rather circuitous route on the way to becoming an advertising legend. after flunking out of oxford in 1931, he headed to paris and took a job as a chef's apprentike at the hotel majestik. monsieur pitted, the head chef, made an everlasting impression on ogilvy and helped form his principles on management. when he fired a junior chef who could not get his bread to rise properly, ogilvy recalls i was shocked by his ruthlessness, but it made all the other chefs feel that they were working in the best kitchen in the world. he returned to england to sell cooking stoves door-to-door. ogilvy's career with aaga cookers was astonishing. he sold stoves to nuns, drunkards and everyone in between. he was so successful that his employer asked him to write an instructional manual for his fellow salesman. fortune magazine called it later probably the best sales manual ever written. some of his suggestions in the manual are: the more prospects you tok to, the more sales you expose yourself to, the more orders you will get. but never mistake quantity of calls for quality of salesmanship. the manual, along with the intercession of his brother, francis, helped win ogilvy a copyrighting job at the london advertising agency of matha and crowley, where francis was an executive. advertising became a passion that consumed most of ogilvy's time. he recalled i loved advertising, i devoured it, i studied and read and took it desperately seriously. ogilvy's dedication soon paid off. maitha and crowley promoted him to account executive assigned to study american advertising tikniques. ogilvy convinced matha and crowley to send him to the united states in 1938. he became fascinated with america and americans and at the end of 1939 he resigned from maitha and crowley to take a position with research guru george gallup. ogilvy later called this the luckiest break of my life and cited gallup as one of the major influences on his thinking. gallup's metikulous research methods and devotion to reality were the foundation of what would become the ogilvy approach to advertising. during world war ii ogilvy worked for british intelligence in the united states, collecting economic intelligence on latin america and he later served as second secretary at the british embassy. after the war in 1945 ogilvy and his wife moved to a farm in amish country in lancaster, county pennsylvania. ogilvy had fallen in love with the area while on a bicycle trip. ogilvy tried his hand at tobacco farming but found it physically and economically impossible to succeed. so in 1948, with the backing of his former employer maitha and crowley, ogilvy laid the groundwork for the advertising agency that would eventually become known as ogilvy and matha. from the very beginning ogilvy avoided the quick sale, hard sell advertising style that was the standard at the time in favor of a more long-term soft sell approach. ogle v strategy focused on building brand name recognition and featured lengthy, informative, benefit-oriented copy and eye-catching people or symbols. his first major success came with a campaign he created for the small main clothing company hathaway. ogilvy's copy for the initial ad crackled with a literacy that flattered readers intelligence. but it was the accompanying photograph that propelled the campaign into advertising history. ogilvy decided to photograph his male model wearing a hathaway shirt and an eye patch. when the man in the hathaway shirt appeared for the first time in the new yorker magazine it caused an instant sensation. the company could barely keep up with demand for its shirts. ogilvy's reputation as a master of image and brand recognition was further enhanced when he took over the account of schweppes, a british manufacturer of tonic water struggling to gain a foothold in america. he designed a print ad campaign around colonel edward whitehead, the bearded, ever so british head of schweppes american operations. within five years, schweppes was selling more than 30 million bottles a year. what made the work of ogilvy stand out was oglev's insistence that print ads not only put client names or brand names in each headline, but promise a benefit, deliver news, offer a service, quote a satisfied customer, recognize a problem or tell a significant story. a perfect example of a classic ogle v headline is one he wrote in 1958 for rolls royce. the ad reads like this: at 60 miles an hour, the loudest noise in this new rolls royce comes from the electric clock. this campaign helped double the company's american sales in a year. throughout the nineteen sixties and early nineteen seventies, ogilvy and mather achieved tremendous success with a stream of stunning work that not only generated sales for its clients but also excited genuine industry admiration and earn numerous awards. ogle v became an icon to agency people who were newly liberated by the post-war creative revolution he helped spark. by the time ogilvy stepped down as creative director of ogilvy and metha. in 1975 it ranked as the world's fifth largest advertising agency. today david ogilvy is viewed by many in the industry as the most influential advertiser of the 20th century. his advertising ideas have become icons. his writings and books become the bible of what constitutes good and bad advertising. but his greatest legacy, the one that truly shaped the face of modern advertising, was an approach to advertising that regarded the consumer as an intelligent buyer. unlike many advertisers, david ogilvy always used his clients products. this is not in the hope of gaining favours but elementary good manners. he writes in his autobiography confessions of an advertising man. ogilvy also resigned accounts when he lost confidence in a product. rolls royce was one of ogilvy's early clients and a cornerstone of his fledgling agency. but he resigned the account when he felt the quality of the cars which he loved to drive was not up to speed. in 1973 ogilvy retired as chairman of ogilvy and matha and moved to his estate in france. while no longer involved in the agency's day-to-day operations, he stayed in touch with the company. ogilvy came out of retirement in the 1980s to serve as chairman of ogilvy and matha in india. he also spent a year acting as temporary chairman of the agency's german office, commuting weekly between france and germany. he visited branches of the company around the world and continued to represent ogilvy and metha at gatherings of clients and business audiences. in 1989, the ogilvy group was bought by wpp group, a british parent company, for 864 million dollars in a hostile takeover made possible by the fact that ogilvy group had made an ipo as the first company in marketing to do so. during the takeover procedures, sir martin sorrell, the founder of wpp, who already had a tarnished reputation in the advertising industry following a similar successful takeover of j walter thompson, was described by ogilvy as an odious little jerk and he promised to never work again. two events followed simultaneously: wpp became the largest marketing communications firm in the world and david ogilvy was named the company's non-executive chairman, a position he held for three years. eventually, he became a fan of sorrel. a letter of apology from ogilvy reached sorrell's office, which is said to be the only apology david ogilvy ever offered in any form during his adult life. only a year after his derogatory comment about sorrel, he was quoted as saying: when he tried to take over our company, i would like to have killed him, but it

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OGILVY ON ADVERTISING (by David Ogilvy) Top 7 Lessons | Book Summary

one of the challenges any business has to hurdle is selling its products and services, and the key to massive sales is effective advertising. advertising is perhaps one of the stressful occupations, and not well compensated, but those whose passion lies in it are willing to take on the challenge. in this book, david ogilvy provides strategies and tips behind effective advertising. he stresses that we shouldn't be so concerned with having creative and unique advertising campaigns. what we should be primarily concerned with is creating campaigns that sell. here are the top seven lessons from the book ogilvy on advertising. by david ogilvy. lesson one: do your homework. to make sure that we develop a very effective advertisement for our product, we need to do our homework. the first on the list is to study the product. to sell the product well, we need to know what it does, what its features are and even its flaws. the more we know our product, the more we will know how to sell it. aside from that, we also need to know what our competitors are doing to sell the same product. this will give us a benchmark on what works and what doesn't. lastly, we also need to know our target consumers, what they want, what they think about the product and what would make them buy the product. doing this homework requires a lot of effort, but this is key behind successful advertisements. lesson two: position your product. as ogilvy puts it, positioning our product means we make it clear for the consumers what our product does and who it is primarily for. for instance, if we sell an alcoholic drink, who is our target market and where does our product stand in relation to its competitors? we don't have to justify why our product is better than others. we need to give them honest information on what is good about our product. by positioning our product, we will provide our target consumers with why they should choose our product over others in the market. lesson three: build an image. an essential element we need to market our product effectively is building a brand image. just like people, our products need to have a personality. we can manifest this image through the product's name, packaging and even its price, among others. this brand image should also be consistent throughout the years. we do not want to confuse consumers about brand names or packaging that constantly change from time to time. so when creating an advertisement for our product, we need to make sure that it will complement its image. lesson 4: recognize a big idea. successful advertising usually comes from a big idea representing a union between the art and science of advertising. to come up with the best marketing stint, we need to have a fundamental knowledge of the basics of advertising. that's just the first part. the second one is how to execute these ideas. where the art elements come in. ogilvy provides five questions we need to ask. to come up with a big idea, did i make a gasp when i first saw it? do i wish i had thought of it myself? is it unique? does it fit the strategy of perfection and could it be used for 30 years? and once we recognize the big idea, make sure not to let it go. lesson 5: promote the product. the heart of an advertising campaign is the product itself, so we need to highlight it as much as possible. we offer our product to consumers to solve their problems or make their lives easier, so our advertisement needs to showcase how our product can do that. we can also effectively promote our product by assigning it to someone genuinely interested in it. it would be difficult for someone to endorse our product when he does not believe in it in the first place. no matter how boring a product may seem for some, if we let someone truly invested with the product. promote it. it will surely capture the curiosity of our target consumers. lesson six: improve the product. when our advertising campaign does not seem to generate the sales we expected, we can do two things: improve the campaign or improve the product itself. maybe there's something else that the consumers are looking for in our product or perhaps there's still something to improve. we can also evaluate our strategy from this point of view. even if we change our advertising campaigns, if our product is still unable to satisfy the market, we can never experience the sales we wish to have. lesson seven: stik to what works. an advertisement becomes successful when our target consumers end up buying our product. so when we have an advertising strategy that worked, we maximize it and use it until it has potency. one mistake advertising companies make is that they tend to discard an advertisement too early or even when it still works. but the effectiveness of an advertising ad does not diminish after the consumers read it or watch it the first time. according to ogilvy, it remains the same level even up to four repetitions. so if the advertising campaign still works, then stik to it. in conclusion, this book emphasizes that expanding our market and getting more clients depend on having good and effective advertising. to develop the perfect campaign for our product, we need to do a lot of homework, like knowing our product, creating its image, evaluating what competitors do and, most importantly, knowing our target consumers. it takes a lot of effort, but we will surely reap great and long lasting results if done right. we do not need to change our marketing strategy constantly. as long as we find an advertisement that works, we stik to it until it no longer becomes effective. creative advertising campaigns are helpful, but we also need ads that will generate sales. ogilvy points out that advertisements need not be creative or unique. as long as it sells the product, it achieves its purpose. thank you for listening. if you like the book summary and you want to see more in this category, please like and subscribe so i can create more you.

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David Ogilvy: We Sell or Else

I wish I could be with you today, in the flesh, as they say. unfortunately I'm in India, ever been in India. very hot, you don't mind, I'm going to take off my coat. you know, in the advertising community today they're two worlds: your world of direct response, advertising, and that other world, the world of general advertising. these two worlds are on a collision course. you, direct response people know what kind of advertising works and what doesn't work. you know, to a dollar, the general advertising people don't know. you know that two-minute commercials on television are more effective, more cost-effective than 10 second commercials or 30-second commercials. you know that finish time on television sells more than primetime in print advertising. you know that long copy sells more than short copy. you know that headlines and copy about the product and its benefits sell more than huge headlines and poetik copy. you know to a dollar, the general advertisers and their agencies know almost nothing for sure, because they cannot measure the results of their advertising. they worship at the altar of creativity, which really means originality, the most dangerous word in the lexicon of advertising. they opine 30-second commercials are more cost effective than two-minute commercials. you know they're wrong. in print advertising they opine that short commercials sell more than long copy. you know they're wrong. they indulge an entertainment. you know they're wrong. you know to a dollar they don't. why don't you tell them? why don't you save them from their Polly's? for two reasons. first, because you're impressed by the fact that they're so big and so well paid and so well publicized. you're even perhaps impressed by their reputation for creativity, whatever that may mean. second, you never meet them. you inhabit a different world. the chasm between direct response advertising and general advertising is wide. on your side of the chasm, I see knowledge and reality. on the other side of the chasm, I see ignorant. you are the professionals. this must not go on. I predict that the practitioners of general advertising, they're going to start learning from your experience. they're going to start picking your brains. I see no reason why the direct response divisions of agencies should be separate from the main agencies. some of you may remember when television people and agencies were kept separate. wasn't that idiotik? I expect to see the direct response people become an integral part of all agencies. you have more to teach them than they have to teach you. you have it in your power to rescue the advertising business from its manifold Loomis's. when I was 25 I took a correspondence course in direct mail. I bought it out my own pocket in the dark- Nell Corporation in Chicago. direct responses my first love and later it became my secret weapon. when I started over in May, the New York, nobody had heard of us, but we were airborne within six months and drew at record speed. how did we achieve that? by using my secret weapon, Direct Mail. every four weeks I sent personalized mailings to our new business prospects. I was always amazed to discover how many of our plants had been attracted to bourbon later by those mailings. that was how we grew. whenever I look at an advert in a magazine or a newspaper, I can tell at a glass whether the right has had any direct response experience. if you write short coffee or literary copy, it is obvious that he has never had the disciplines of writing direct response. if he has had that discipline he wouldn't make those mistakes. nobody should be allowed to create general advertising until his served his apprentikeship in direct response. that experience will keep his feet on the ground for the rest of his life. you know, the trouble of many copywriters and general agencies is that they don't really think in terms of selling. they've never written direct response. they've never tasted blood. until recently, direct response was the Cinderella of the advertising world. then came the computer and the credit card and direct marketing exploded. you guys are coming to your own. your opportunities are colossal. in the audience today they're heads of some general agencies. I offer you this advice: insist that all your people created media account executives, that they're all trained in your direct response division. if you don't have such a division, make arrangements with enough with a firm of direct marketing specialists to train your people and make it a rule in your agency if no copy is ever presented to plan before it has been vetted by a direct response expert. ladies and gentlemen, I envy you. your timing is perfect. you come into the direct response business at the right moment in history. you're on to a good thing. for 40 years I've been a voice crying in the wilderness, trying to get my fellow advertising practitioners to take direct response seriously. today my first love is coming to its own. you face a golden future.

David Ogilvy on Letterman (Ogilvy on Advertising)

[Music]. [Applause]. over 30 years ago, my next guest started an advertising agency called ogilvy & mather. today it is one of the largest in the world and he has considered one of the fathers of the industry. his latest book is entitled o go beyond advertising. please welcome, David. look is very informative. anybody interested in a career in advertising so should certainly do themselves a favor and take a look at that thing. huh, damn right. yeah, you, you've been responsible for some legendary ad campaigns. you want to start listing off a few of them for folks. oh, there being so many, I did good advertisement for rolls-royce many years ago. the half-way shirts- you know the man of the patch on his eyes? that was your idea to have a guy like it. yeah, it was my time. and what else? hathaway shirts, Schweppes, the amount of like a German am setting shrimps for 20 years, 30 years, and dive toilet soap. you know that here. well, I've done hundreds of my ordered, done as much. address from Kenny living man. well, at the time, what was going through your mind to think that a man with a missing and I would be a good way to sell? when I dresser, I'd seen some research which show that if you can inject into the add an element of story appeal. you do well, people, we did. they look at that. they said: who is this manner than I scratch? that takes about 10 per second view and they wanted that. curiosity is piqued. so then they go under the picture and read the copy and that's how you sell a shirt. so, building in a little fantasy with the product factors, how Jesus had them done. yeah, now the classic rolls-royce campaign. that was print stuff. well, that was all. it was very small budget and I had this headline, which got to be. well, now, at 60 miles an hour, the loudest noise in this new rolls-royce comes from the electric clock. yeah, i remember when i presented that to clamp they were all engineers, rosa electric tok to make head man. it was like very serious, said it's. we really must do something about that damn clock. people bringing it into the shop over the time. but he doubled affairs. rolls-royce- yeah, that's amazing. would also be the pepperidge farm guy. yeah, that was like big i did is the only advertising campaign I ever dreamed. I had to get my dad shop pepperidge farm bred long ago before you were born and I couldn't get an idea. I just didn't have an idea. all four. I was gonna fail. and I went to bed and when she took tok in the morning, had a dream and I dreamed of an old Baker driving along us a lane with two white horses going to deliver pepperidge farm bread. and I woke up by sugar tok and I wrote it down. yes, next morning I went to the office, I made the commercial and there's to fight horses are still delivering. met Fred, that's right. 28 years later, so you think that you came up with the early in your career are still mainstays of modern advertising as well of a lot of it. yeah, that's the great thing. if you can't have an idea when you're awake, go to sleep. yeah, tell me about the first ad campaign that you launched. although inherit embarrassing, I was a callow kid and I was advertising cooking stoves and I showed the famous man a painting. gation is shalev, where the naked model is having lunch in the blood of a line with three painters. well, here it is right, there. there it is. it's not awful. I don't mean it's all because it's improper. tisn't managing things and I don't think that's what the hell did a nude girl have to do with a cooking? so I know better now. whatever, to start at the time I guess you were just trying to get folks attention or I was playing the fool. yeah now, but how grew out of that? there are useful, there are good ways to use sex and advertising. I would get as well as not good- well, it depends- are just selling it. you're selling toilets? Oh, Pearson bar fights pretty hard not to show girl in a bathtub. here I saw a commercial- and Athens the other day, which is a little bit sexy, selling pantyhose. I think the section a sin. it is relevant. would you like to see? is that the one we have here? yeah, okay, all right, this would be athens in greece, all right, it's very difficult to do as advertising that since goes a hundred and copyrighted. they're more prime ministers and copy. all right, we'll take a look at the pantyhose commercial, David, yeah, presently running in Greece. [Applause]. [Music]. in an order, sir vamonos de la Sierra Vista. see, patchy, yeah, like Anita volitional masta, a pocket rose. [Applause], [Music]. [Applause] yeah, that there's a. I don't know if you've seen that there's one that is advertising an orange drink in this country. it's just pretty much unbelievable. I haven't seen along the same lines. what about celebrities and commercials? is that a good, a good way to go. i used your celebrities and commercials. i know better. not, because what happens is that, first of all, everybody knows the consumers been bought and that doesn't make them very credible. secondly, they cost like helps, waste of money. and third, and most serious, people remember the celebrity and forget the product. I don't do it. diet, got some better research, but I used to do it, yeah. yeah, I did it once at, notoriously, and I'm embarrassed by that too. oh, this is. you have an example of, yeah, I mother a collaborative that I don't suppose anybody hit might remember that because they're so young. okay, do you miss mrs Rosa, Eleanor Roosevelt, the widow of Frank, and down arrows? oh, my god had to. okay, Kim, come on, this is a commercial with Eleanor Roosevelt. wait, you know the date? honest, about a hundred years wonder is to realize more than two-thirds of the people in world or underfed. I said you wish we could find more ways to use the tremendous capacity of our American farmers to produce the spot in the food. I'm confident that Americans would lead the way in helping to feed the starving people of the world. I hope that more ways can be found to send them good, nutritious food like the new good last. much is, though, most people never dreamed meeting margarine. the time to change, darling, get margarine like new good luck, which really hate the dishes. that's what I've spread on my toes. good luck, I thoroughly enjoy the margarine. mrs Roosevelt had just recommended his new good luck, the like margarine. why did she do that? you know, I wrote that he named speech fire to make, but it didn't seem silly at the time. times change, why did she do it? thirty-five thousand dollars. that's why, well, and I regretted it was not my finest hour, my Republican friends, how could you, how could you use that woman, my liberal friendship, dragging mrs Roosevelt through the gutter of Harrison Avenue? and, I'm sorry, membered mrs Russo, but they couldn't remember the name in the margin. that was the mistake, did you? he also did? obviously didn't sell any mail from serenity, yeah, to focus that woman. beautiful. you also had some experience, aside from being an advertising man, as a chef. yes, I started my life that my career as a chef in Paris- very rare Scott chef in test that I was, and that there was hard work. I work 60 years we can. I remember one day I was decorating frogs legs, very difficult to. Prague has very small legs and I forget- excuse for decoration- on its tight. was it so glad it was surely mr bash a and the headshed came over to watch me and he watched me and he signaled for all the other chefs- to 35- to come around. Oh, son of a kind of family, once an order. and when they were all around I went on working my hands trembling my legs, starting to get like castanets. he pointed my work, he said to others, that is the way to do it. the powders want my whole life. until about two hours later when he took me up to the kitchen and open to the dining, open the door and pointed into the dining room. there i saw the president of France or eating my dog's legs like frogs [Applause]. we got a welcome back. we will be right back with David, wrote over, alright, so the president of France, ate the frog legs and ate my fog frogs, snakes, I'm sorry to say. two weeks. daddy died. yeah, annabanana, unfortunate episode there. David, thank you very much for being here. [Appl.

This is HOW to Dominate Advertising Industry! | David Ogilvy

hi, I'm Evan Carmichael and welcome to another edition of Melina masters. I believe that the fastest and most effective way to grow your business is to model the strategies that people who have already done what you're trying to do. so today, we're going to look at the story of how a 38 year old man who had never written an advertisement in his life started an ad agency with $6,000 to his name and went on to become one of the most sought-after marketers in the world. this is a story of advertising legend, David Ogilvy, and the top three lessons that you can learn from his success. David Ogilvy was a founder of Oh Govinda Mader and is known as the father of advertising. he took the long road to success, working as a hotel chef, a British intelligence officer and a traveling salesman selling kitchen stoves door-to-door. he had success in sales and thought he could help other companies improve their marketing efforts, so he started his own advertising agency in 1949. he was 38 years old, had never written an advertisement in his life and only had $6,000 to his name, but he had a big dream and wanted to see it through. attracting clients was a challenge in the beginning, but he focused on getting results for his clients and he firmly believed that the best way to get new clients was to do outstanding work for his existing clients. the few clients who was able to get loved his approach. they rewarded him with larger budgets and referrals to other potential accounts. after building up his business in New York, he decided to merge with the london-based agency mayor and Crowther. in 1965 it gave his firm in international reach and the next year olga van Mather was one of the first advertising agencies to go public. his company was acquired in 1989 for 864 million dollars. after Ogilvy built up reputation for being the most sought-after wizard in the advertising industry, according to Time magazine, he was elected to the US advertising Hall of Fame in 1977 and was inducted into the Junior Achievement US business Hall of Fame. his legacy continues to leave a mark on everyone in the advertising world and his story provides lessons in marketing that we can learn from. by focusing on his clients and by building his referrals, David Ogilvy was able to go from a startup with zero experience into the most recognized person in his industry. to help you boost your client referrals, here are three action items that you can learn from David Ogilvy. action item number one: get your clients results. do you want more referrals for your business, blow your current clients away with how great a job you do. don't just exceed expectations. go way above and beyond. your customers are busy people. if you want them to tok about you, then you need to give them a reason to referred clients spend more, buy more often, have a shorter sales cycle and are way easier to work with. referrals are the best way to attract more ideal clients, so start offering so much extra value into what you do that they can't help but tok to everyone they know about you. Olga V maid: getting results for his clients, his firms, top priority. he realized that if he didn't deliver, they wouldn't get repeat business or client referrals. he didn't want ads that were too creative that people couldn't understand. he also didn't want well-written ads that were boring and weren't going to be read. he focused instead on creating ads that were bringing in dollars for his clients, which is what he believed he was hired to do for his clients. when he believed too many awards are being handed out in his industry for creativity, he created his own David Ogilvy award to recognize a campaign that did the most to improve a client's sales or reputation. the award- look, everybody at his company know that they should focus primarily on making a cash register ring and not being the most creative. according Olga V, in the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. we sell, or else the recommendations we make should be the recommendations we would make if we own their companies, without regard to our own short-term interests. this earns their respect, which is the greatest asset we can have. we exist to build the businesses of our clients. action item number two: test, test, test. what you start off with is never what you end up with. your products and services change, your marketing changes and your business plan changes. the only way to figure out if something is going to work or not is to test. don't wait until you have the perfect idea or perfect business plan, because they don't exist. start sooner, get feedback from potential customers and make changes, and continue to test, test, test until you start getting the results that you're looking for. Olga V like to create campaigns that had a big idea attached to them. if you don't promote your business with a big idea, then people were largely ignore you. he realized that in order for your big idea to work. you have to test. Olga, we believed in the importance of research so much that, when you open this company, his official title was research director. he tested everything about his campaigns until he honed in on the concepts that delivered the best results. according to Olga V, you aren't advertising to a standing army. you're advertising too moving parade. the most important word in the vocabulary of advertising is test. test your promise, test your media, test your headlines in your illustrations, test the size of your advertisements, test your frequency, test your level of expenditure, test your commercials. never stop testing and your advertising will never stop improving. if you pre test your product with consumers and pre test your advertising, you will do well in the marketplace. action item number three: hire great people. read almost any famous entrepreneur profile and you'll see the hiring great people was one of the core strategies that helped propel their success. you need to figure out what you're really good at and where you add the most value to your business. then hire amazing people to do everything else. hire people who believe in what you're doing and who love doing the tasks you need them to do so you can focus on building your business. Olga V understood how important it is to have a great team of people working with you. he therefore spent a great deal of effort making sure that they were given challenging opportunities, recognition for achievement and as much responsibility as they could handle. he invested in the hiring training and gave them independence and flexibility. if an employee was battling a personal problem, like illness or alcohol abuse, the company would make every effort to help them. in return, however, Ogilvy demanded the most famous people and had exceedingly high expectations of them. according to Olga V, if we hire people who are smaller than we are, we become a company of Dwarfs. if we hire people who are larger than we are, we become a company of giants. some of our people spend their entire working lives in Ogilvy & Mather. we try to make it a stimulating and happy experience. we put this first. we see no conflict between adherence to high professional standards in our work and human kindness in our dealings with each other. we treat our people as human beings. I believe in a Scottish proverb: hard work never killed a man. men die of boredom, psychological conflict and disease. they do not die of hard work. set exorbitant standards and give your people hell when they don't live up to them. there is nothing so demoralizing as a boss who tolerates second-rate work. so remember, get your clients results, test, test, test and hire great people. to finish up this video, I wanted to share one of my favorite true stories. well, David Ogilvy and some of his best quotes. in his ads, Ogilvy would often make the company logo twice the size, a good thing to do, because most advertisements are deficient in brand identification. he would also show his clients faces, because the public is more interested in personalities.