Widely hailed as “The Father of Advertising” since the early 1960’s, David Ogilvy is a legendary figure in the advertising world. He has written books that are a must-read for direct response marketers and has given advice on selling to companies worldwide.
Everyone in the marketing and advertising industry has learned a thing or two from Mr. Ogilvy – and I‘m no exception. Here are the most important things I’ve learned from one of the most sought-after advertisers in history.
What I’ve Learned from David Ogilvy
The first thing I learned from him is that advertising is a science. I also found this statement on the Scientific Advertising book, read by Claude Hopkins – and it’s right on point.
Advertising is no longer a gamble; it’s a well-thought-out science that creates (when used properly) one of the safest business strategies. The information you can gather from it allows you to know and understand your customer base and what they want. So that you can deliver marketing that has a high percentage chance of helping you sell products.
The second thing is to focus on the customer, not your ego. If you notice, I try to avoid talking about awards and accomplishments, because those do not help you in the least. Rather, I like to mention how my skills and expertise can help your business to be more profitable. Because that is what you want to know. And my obligation is to put you ahead of me.
And finally (and perhaps more important), is that you are always selling the business. It doesn’t matter if you’re doing directly, in a room conference, or when you’re offering customer service. Everything you do and say is an opportunity to sell to your prospects.
Because the best advertising is the one who sells products without drawing attention onto themselves.