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.
The mistake so many marketers make is that they conjoin the urgency of making another sale with the timing to earn the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.
If you have more money than brains, you should focus on outbound marketing, If you have more brains than money, you should focus on inbound marketing.
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
Styling cars sells cars and safety does not.
Facts are irrelevant. What matters is what the consumer believes.
Advertising nourishes the consuming power of men.
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