In 1962, Time magazine called David Ogilvy “the most sought-after wizard in today’s advertising industry.”
Fast forward 60 years, his theories and rhetoric remain relevant.
Here are 5 quotes to inspire your digital marketing strategy today.
Quote 1: “What really decides consumers to buy or not to buy is the content of your advertising, not its form.”
Digital consumers care more about the QUALITY of your content, than they do about how and where they saw your message.
Quote 2: “Five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Clickbait preys on ‘FOMO,’ and serves little purpose. A good headline invokes emotion, and initiates ACTION.
Quote 3: “Do not … address your readers as though they were gathered together in a stadium. When people read your copy, they are alone.”
Good PR tailors every message to the intended target audience. Your copy should do the same. Target the people you WANT, not the masses.
Quote 4: “Never stop testing, and your advertising will never stop improving.”
Analytics and tools make testing easy. So why take your foot off the pedal at 3:1 ROI? Why not reach for 5:1, or 6:1?
If you are not ALWAYS testing, how do you expect to be getting better?
Quote 5: “The consumer isn’t a moron, she is your wife”
We build strategies around personas, metrics, and demographics. Do not forget your are marketing to HUMANS.
Even the most data-backed campaign will fail if it doesn’t think like a consumer, and TALK like a consumer.
Perhaps the most important thing of all is to avoid standardisation in your sales talk.
If you find yourself one fine day saying the same things to a bishop and a trapezist, you are done for.
Thank you, David Ogilvy. Style never goes out of fashion.
TLDR
QUALITY over CHANNEL
HEADLINES initiate ACTION
TARGET who you really WANT
NEVER stop TESTING
The CONSUMER is HUMAN
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