Today’s video clip comes from the legendary David Oglivy.
Ogilvy had a way of being straight to the point, as well as motivational about “his first love” — the topic of direct response.
If you ever wanted to know the clear cut difference between direct response marketers (us) and the rest of the marketing world (them), this is it in a nutshell.
Here are a few notes I took while watching this clip:
- There are 2 different worlds in advertising, general advertising and direct response
- Direct response practitioners know that our marketing works because we can track it to the dollar
- We know that long copy better than short copy
- We know that headlines and copy about the product sell better than slogans and cute jingles
- General advertisers know almost nothing for sure because they can’t measure their results
- We don’t worship at the alter of creativity, which is the most dangerous word in all of marketing
- In fact, if it doesn’t sell, it’s not creative
- We don’t indulge in entertainment, we focus on RESULTS
Ogilvy does something right from the start that gains rapport and likeability, which you’ll see when you watch the clip.
He is truly a master of stimulating emotions, and an innovator of what we know as direct response today. Whether online or offline.
Enjoy the clip.
-James D. Lee
Popularity: 14% [?]
Post a Comment