CopyAce

Advertising Pioneer David Ogilvy

When planning your ad it is best to use proven advertising strategy. Among the best advertising books is, Ogilvy on Advertising, written by advertising maven - David Ogilvy. Here are a few tips taken from the book, published in 1985, and still relevant today:

Ogilvy's Credo: "When I write an advertisement, I don't want you to tell me that you find it creative, I want you to find it so interesting that you, buy the product." When Aeschines spoke, they said, ' How well he speaks,' But when Demosthenes spoke, they said, 'Let us march against Philip.'

In the book, Ogilvy who founded advertising giant Ogilvy & Mather on a shoe string, was prideful of his accomplishments yet supremely self deprecating. What kept Ogilvy so grounded was his reliance on research that showed many commonly used advertising techniques don't work. His reliance on research began when he worked with research pioneer George Gallup at Princeton. Here's what he found out:

Beware of graphic artists who want to be creative at your expense.

Things to avoid:

Using reverse type for your copy. Reverse type (white type on a black background) is harder to read and will get a lower response rate. It's ok for logos and artwork. Avoid using fancy graphics for the same reason. The layout of your ad should be easy on the eyes, and uncluttered, i.e. - have a fair amount of white space.

A successful technique in a print ad, is to use a picture followed by caption or headline, followed by copy. Many print ads will use a photo without a caption or headline even though research shows they get lower response rates.

Marketing Strategy

Marketing Myths

1) We already know where our customers are

2) The most important issue for customers is price

3) Sales are good, why spend money on marketing?

4) We strictly rely on referrals for new business

5) Marketing is just for major companies


Marketing Expenditures

1) Plan your advertising in equal increments. Don't roller coaster

2) Give your monthly ads 3 months to test. Ex.- Jan. Feb. Mar., then, June, July, Aug.

3) 70% of small businesses (with 25 employees or less) don't have a marketing plan.

4) Allocate 7 to 10% of gross income to marketing.

Headlines

Headlines Are Like The Dating Game -You Need a Good Opening Line!

Headlines that ask a question work well. Headlines that use lists work well. For example: " Seven ways to improve your looks," etc. Long copy will work as long as you, break up your copy with headlines, and short paragraphs. Headlines that mention the prospects city or locality, attract attention.

Quick Tips - Advertising 101

A.I.D.A.- Attention, Interest, Desire, Action

Advertising must accomplish the following four consecutive things, which spell the acronym AIDA. The last thing, is to always ask for action. For example: Ask for the sale, call on the phone, send for more information, etc. etc.


The 6 Basic Needs

Use the six basic needs, in your copy or headlines.

1) Feel Better

2) Look Better

3) Save Time

4) Save Money

5) Earn Money,

6) Conquer Specific Fears



Advertising Slogans

Give a product or service a distinct personality with a slogan, - does it tell what you do or how you excel? example: "Bounty - The Quick Picker Upper." - Bounty Paper Towels. Spray & Wash - (Laundry, pre treatment, stain remover) is a great example.

Incorporating what your product does into the name is particularly effective because people will remember the connection. A great example is: Oust - Air Freshner ( gets rid of offensive odors)

I once suggested that a client call his new carpet cleaning company - Dry- Scrub, because they used the dry carpet cleaning method, which is the preferred method of cleaning many carpets. The name would have positioned his company against a local market leader - ChemDry. The client had already decided to use the name Classic Carpet Cleaning which is a classy sounding name but gets lost in the shuffle of the yellow page ads, and has a low customer retention rate.

ChemDry is vulnerable because many homeowners are sensitive to using harsh chemicals in the home and the client's carpet cleaning uses only water based chemicals.

I got the idea from one of the best books on marketing ever written and highly regarded by advertising professionals - "Positioning by Al Ries and Jack Trout."



Low Cost Marketing Strategies

If you received some impressive press coverage contact the publisher and ask for reprints. Ask them to place their masthead over the article and to insert a photo you give them.

Recycle photos and visuals: use them again with a different caption. Use them in a slide presentation.

Partner with noncompeting businesses for joint marketing projects.

Smart Marketing Strategies

Keying: Use a code in your ads so you can track the response, like ask for John, or a dept. etc. Always ask new customers how they found out about your service.

Niche Marketing

1) To execute a niche marketing strategy - Identify a demographic group and then narrow it down to a select group. Ex. Financial planner - affluent investors - hone in on couples, affluent couples with small children saving for college, two income families, etc.

2) Learn everything you can about your niche group and your competitors - Use chambers of commerce, American Demographics Magazine, hire professionals.

3) Advertise in specialty magazines geared to your desired niche market.

Developing Niche Marketing Strategies

1) Go back to basics - employee / customer, suggestion box

2) Take surveys with open ended questions

3) Look for unique ways to expand your market. An example is WD-40. WD-40 used to sell to the industrial market only. When employees started bringing the lubricant home, WD-40 launched products for the home mkt.

4) put your ear to the ground and watch out for smoke.