2023-05-20 04:30:15
20 May 2023
I believe that many people in the agency and industry probably know “Ogilvy” very well.
by Ogilvy is a global agency. American nationality It has been established for 75 years until now it has expanded its network to more than 93 countries around the world.
The story of Ogilvy, this global agency was founded by “Mr. David Ogilvy (David Ogilvy)”
man who never graduated Starting out in life as a restaurant kitchen, salesperson, to researching the market of various products.
All this makes Mr. David gain a lot of experience.
Before going out and founding his own agency, Ogilvy. along with bringing various experiences to be conveyed through works that is both outstanding and unique
Until the end, Mr. David was nicknamed “Legend” or “Father” of the industry ever..
In this article, MarketThink summarizes sales and techniques. of a man who is a legend of the industry Come and give me what’s there?
1. Pay attention to the headline.
For sales and work in terms of writing such as Copywriting or Content Marketing.
The most important thing is the “headline” because it’s the first thing the customer sees.
Mr. David said, “On average, People tend to read headlines. 5 times more than reading content
So just write the headline alone. It is equivalent to spending 80% of the money spent on .
The main principle of a headline is to convey the point. to indicate the product
meanwhile must also be powerful
Apple, for example, when launching a new product, often has copywriting. (Copywriting) interesting things like
– iPad Mini 6, giant power in a mini size
– iPhone 14 Pro, more pro than pro
– All-new AirPods Pro in every style
It can be seen that Apple will focus on the use of words. that even though it’s simple but communicates to the point and powerfully
Another example of one of David’s best headlines is “Rolls-Royce Ad.”
in general when the car is driving at speed I often have noise coming into the cabin.
But the highlight of the new Rolls-Royce at that time was the quietness of the cabin.
Try a short, simple headline like New Rolls-Royce: Drive Fast, Drive Quiet.
but for you david Opted to spend three weeks studying Rolls-Royce details to come up with ideas for the headline. before coming out as a headline that
“At 60 miles per hour The loudest sound in a new Rolls-Royce is coming from the clock.”
From the above headline, it can be seen that Mr. David did not directly say that the interior of the cabin is quiet.
Instead, he chose to use a method to illustrate that. Even when driving at a speed of almost 100 kilometers per hour But the loudest sound in the cabin It’s not a noise from outside. But it’s just the sound of the clock..
2. Best Idea maybe from a joke
One of David’s techniques is focus on fun
Because fun is the birthplace of creativity. That makes the work that comes out different, not boring and can reach customers very well
which sometimes fun or creativity not reflected through content alone But it can also be in the form of images or video ads.
One of David’s works The most creatively illustrated is the “Hathaway Shirts ad.”
Hathaway Shirts is a shirt brand that has been around for over 100 years but is not well known.
But following Mr. David created an advertisement for only 1 million baht, the brand became known and sold well until sold out.
David’s technique for sculpting this advertisement is Putting creativity into images
Originally, it was a picture of a model wearing a cool shirt, but Mr. David was looking for “Special helper” that is, let the model wear a blindfold. received at a price of 50 baht
As a result, it appears that such images are eye-catching for customers.
causing suspicion who is the model Why wear a blindfold?
Until finally, the brand was mentioned. and made it sell well later..
3. The important thing in is non-stop experimentation
David once said that “If I don’t stop experimenting archyde news work will not stop developing as well.
Like David’s work. that will come out each piece take time to study and have tried countless times, such as
– The aforementioned Rolls-Royce ad. Mr. David took time to study. And have been experimenting with the wrong headline for 3 weeks.
– Hathaway Shirts advertisement, Mr. David tried more than 18 concepts before coming out the way he wanted.
read here You may have seen the main techniques in making advertisements in the edition of Mr. David Ogilvy, the world’s legendary industry.
But there is another important thing that Mr. David once said: “Customers are not stupid, they are your husband/wife.”
which can be interpreted as The important thing in sales and is not to insult customers. and treat things with customers sincerely
Including understanding what customers want. Then, present products and services to meet the needs.
That’s all, sales and we do. will get the feedback as we want..
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