The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
David OgilvyRead
Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
Interpretation
Paying a flat fee to advertising agencies promotes impartiality and better results.
David Ogilvy emphasizes that advertisers achieve optimal outcomes when they compensate their agencies with a flat fee. This structure eliminates the conflict of interest that arises when agencies are incentivized to increase commissionable advertising, allowing them to provide more objective and effective strategies for their clients.
In practice
A marketing seminar discussing effective agency-client relationships.
The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
Our business is infested with idiots who try to impress by using pretentious jargon.
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
The best ideas come as jokes. Make your thinking as funny as possible.
The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.
Brand is not what you say it is. It’s what they say it is.
If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
Content marketing is the only marketing left
People rarely buy what they need. They buy what they want.
Provide good content and you’ll earn the right to promote your product.
Content is king, but marketing is queen, and runs the household.
Subscribe for the occasional hand-picked quote. No noise.