You’ve probably heard of David Ogilvy and his timeless marketing book “Ogilvy on Advertising”. If you haven’t I strongly encourage you to pick up a copy here.
I’d like to share with you a few of my favorite nuggets of wisdom that I’ve found in his book and have used for my clients, successfully, and that you can start using today to help your business grow. Let’s jump in…
Marketing Tip Number One:
It pays to give most products an image of quality. A first class ticket.
Marketing Tip Number Two:
Big ideas are what it takes to attract consumers to your product. (Which leads us to…)
Marketing Tip Number Three:
How to recognize a big idea.
Did it make me gasp when I first saw it?
Do I wish I thought of it?
Is it unique?
Does it fit strategy to perfection?
Could it be used for 30 years?
In a recent post I wrote about harnessing the power of mass desire on to your product, I covered why some ads run for 30 days and some run for three decades. You can check it out here.
Marketing Tip Number Four:
Positioning (what it is and what it isn’t)
Positioning is not a buzzword. Simply put, it is “What a product does and who it is for”.
Marketing Tip Number Five:
For local advertising you get [much] better results when you name the city/location in your headline.
Marketing Tip Number Six:
Recall increases by [an average factor of] 28% when you put your headline in quotes.
Marketing Tip Number Seven:
Story Appeal (use it). Add photos that arouse curiosity and entice the prospect to read the copy.
When it comes to marketing your business you have to take a unique approach, because after all, your business is unique and the problems you solve and face will be unique as well.
Copying what others do won’t get you there. Learning principles, tips and “hacks” that are proven effective will help. However, it’s up to you and your team to find the groove that makes your product irresistible to your customers.
These tips can get you some of the way there but don’t look for all the answers on the internet. Use your mind, trust your gut (you understand your business better than anyone else) and rely on the facts that can help you leverage your marketing efforts further.
When you’re creating your next marketing campaign try to remember these tips and this quote from Steve Jobs. I find it both insightful and motivating, I hope you do to!
Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.
– Steve Jobs