Posts Tagged "david ogilvy"

Tweet Pin It Graphics have never been my thing… And they tend to get in the way of quality marketing and advertising. Just take a listen to David Ogilvy in this video if you don’t already know the debate between high graphic brand advertising and long copy direct response marketing. The philosophy I adhere to, is that design (‘how it looks’) is far LESS important than what an advert says (the words). Take for instance the example of a thirsty man in the desert. Is it necessary to advertise a bottle of water with high graphic images demonstrating the thirst quenching effectiveness of said water based product? No. All that’s necessary is a visible sign that says: ‘Get Water...

Tweet Pin It With my one hundred year background experience gleaned by studying the history of direct response advertising (mail order, direct mail, and print advertising)…my position on ‘creative’ advertising is this: Combining an accurate well researched copy platform with the right mix of campaign execution, is far different from being ‘creative’. This is vitally important to me as a direct marketer and copywriter. ‘Creative’ agencies often miss the potency and necessity of tying the product with the markets state of awareness (needs/wants) and their level of sophistication (how defined the offer is, how many times the prospect has been exposed to it, or similar...

Through the budget squeezing economic downturn, and new global trends, companies must return to ROI metrics and an attitude of diligent optimisation for higher marketing performance. Gone are the days (at least for now) of splashing money on expensive untrackable broadcast advertising.

Ladies and gentlemen, I envy you. Your timing is perfect. You’ve come in the direct response business at the right moment in history. You’re on to a good thing.