These
10 Marketing Tips From the Father of Marketing David Ogilvy really stand the test of time. If you think you know these tactics, it's a good reminder. The article is a short read, but to recap:
- The consumer isn't a moron; she's your wife.
- The more informative your advertising, the more persuasive it will be.
- 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.
- Do not regard advertising as entertainment or an art form, but as a medium of information.
- If you're trying to persuade people to do something, or buy something, it seems you should use their language, the language they use every day, the language in which they think.
- Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.
- Image means personality. Products, like people have personalities, and they can make or break them in the marketplace.
- Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
- "I notice increasing reluctance on the part of marketing executives to use judgement; they are coming to rely too much on research and they use it as a drunk uses a lamp post for support rather than illumination."
- A big idea will attract the attention of consumers and get them to buy your product.