Lessons from the Advertising Industry
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Today I want to express my thoughts on famous quotes from a real Mad Men advertiser — David Ogilvy. Time magazine called him “the most sought-after wizard in today’s advertising industry.” Ogilvy’s successful advertising campaigns show how to persuade prospects, influence readers, and create memorable, evergreen content. But also has plenty to teach us about productivity, branding, research, and ambition.
Let’s look at some things David Ogilvy had to say.
Know your audience
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
Bright mind itself doesn’t sell products and services. You should think about connecting with your audience and selling your products or services. Don’t just create content to get credit for being clever. Instead create a content that will be helpful or interesting for your target audience.
Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.
Ogilvy truly believed in research, and he was always prepared before copywriting. Learn everything you can possibly know about your topic (and your audience) before you create something.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
If you’ve done the research to understand what your audience needs (and the language they use when they’re speaking about your topic), surely you would love to use this information.
Make your message clear
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. We try to write in the vernacular.
The better we understand how our customers think and speak, what they search, the better we’ll be able to connect with them.
Do not … address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
Writing for a group can be tough. In attempt to connect with a large audience we usually meet troubles. Like a public speaking is often more intimidating than talking to someone one-on-one. Do not broadcast, but talk tête-a-tête. Try to connect with your reader on a personal level.
Never stop testing, and your advertising will never stop improving.
Do not afraid to prove your concepts. Do it on a regular basis and always remember that the more you try, the better your solution will be.
Stand out
There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.
A public personality which defines who your are and what you do. The more concrete defined that personality is, the more successful you will be as a product marketer.
Believe in what you do
Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
We are giving the opportunity to make a difference. Aim high. Make sure you’re always thinking, how can I make more meaningful solution?
Ogilvy’s work continues to inspire us, his best lessons are about how he approached his creative life, and how he aimed for greatness instead of settling for second best.
Feature reading:
- “Ogilvy on advertising” and “Confessions of an Advertising Man” book by David Ogilvy
- The startup framework to validate your idea before you spend $1 great article by Mitchell Harper
- Highlights from “This book will teach how to write better”
