David Ogilvy: We Sell or Else

[RaafiUTube1]

What a brilliant advice. Mr. Ogilvy it's an honor to be working in your company.

[DougMeade]

I wonder if the rules have changed a little with our attention spans!  Does longer copy still outsell shorter? How about videos? It seems the shorter the video, the higher the views. Testing, testing, testing... things are always changing! Or... are they?

[mrjimmytwoshoes]

It sounds like Ogilvy is trying to teach people the basics before going onto "new media" such as television. But now that we are living in the future, does direct advertising still remain as important as Ogilvy says? When was the last time you looked at a letter in the mail box? What about spam?! Anyone care to make a comment? Reply or send me a message....

[madops555]

this guy is related to me he is an ancestor

[jinn717]

Given 500 characters and constrained by time, I can sum up the history of copy writing in 1 shot glass. You never stop learning, "Everyone is an expert at failing, but not everyone is an expert at failing again" .

Seriously who uses quote marks and never mentions their source.

=)

[jcroshi]

what does 'Let us marsh against Philip' mean?

[researchAF]

Classic and still timely.

[zenoglobal99]

DR is a great form advertising but in no way diminishes the importance of brand advertising. Ogilvy was my "first guru" as well but I soon discovered Bernbach, a true genius who built brands from nothing and whose approach and body of work has stood the test of time.

Not only was Olgilvy limited and short sighted by comparison, the hypocrisy of having frugal offices while entertaining his clients in his castle in France also contributed to his brand and agencies dinosaur reputation. 

[HunterMann]

Ogilvy was my first guru in the ad industry. In his time, he was more forward-thinking than most of today's "creatives". To those who are criticizing this film clip: It's about 35 years old. Try making your own similar video today in 2010, with all of your ideas & philosophy about what makes for a winning ad campaign. Now, imagine someone in the year 2045 looking at your video on YouTube and saying how Jurassic your thinking is. Reality: even by 2015 people will laugh at your video.

[mosgoo]

Like the man said, "You have to taste blood" to understand. Direct Response reveals how simple we all are in what drives and motivates us to buy. You have to be in Direct Response Advertising / Marketing to understand what he is saying. With the ability to see the track the results, sometimes immediately, after it runs, it allows Direct Marketers and agencies to learn what works and doesn't and adjust at a rate that general advertisers have no concept about.

[soondea1171]

정말오래된 광고의 역사적 구루였던 데이비드 오길비의 영상

[Flyeire]

@All Doubters:

I rarely comment on YouTube, but this video is from the early 70's, prior to proven results in Television and long before internet / interactive advertising...

... even in Ogilvy On Advertising, in the 1980's he was admitting that much of what he said had been proven wrong with time, but only because people have changed, they were, and are now, more materialistic, and less concerned with a product, than the lifestyle it presents...

[marcbinkley]

I'm 3 minutes in. I know this guy is famous...olgivy & mayer? but man is he outdated. He's got a great marketing strategy for 1950. Ironically Davey boy isn't much different from many of my prospective clients I've got in 2010.

[scientifico]

The fact that this hasn't been commented on in a year is a sign that today's ad folks are out of tune with the business of advertising. The "fratboy" humor that is endemic in today's marketplace is a part of the reason why the American marketplace is suffering (lack of faith, throwaway products and ideas.) Not saying you can't be creative but sell the product, not how "cute" you think you are. Weiden may be ushering in a new era with the Levi's "Braddock PA. campaign.

[chansherly212]

question from a layman.. personally i tend to be drawn to ads that are really cool/creative/hilarious (which don't necessarily convey the benefit of the product), that's just me, which sort of advertising is that?

[emuahemuah]

@chansherly212 the fact that you find an ad cool/creative/hilarious doesn't mean that you're going to buy the product which is the only purpose of advertising, if it doesnt' sell it isn't a good ad. Maybe it is art.

[metabinltd]

This is where there is no choice on the web - If you try to use General Advertising online you are wasting your time and money.

[PeterTheMadCow]

wow...what a poet

[MarketingBeyondAds]

Yes, obviously a outdated video, but some very relevant advice. Ogilvy talks about persuasive headlines that speak to the benefit of the product or service rather than headlines that are cute or poetic. Still too many advertisers today worshiping at the alter of creativity.

[mj1181]

"No one should be allowed to advertise until they learn direct response" Amen

[syndicatecode]

@mj1181 so,so true.

[jimlaregina]

Read his book OGILVY ON ADVERTISING to see how much you're doing wrong in your promotions.

[seangen]

This video seems out of date but his points are still relevant. General Advertising and Direct Marketing are two different tools in Marketing Communications. Each has its own strengths and limitations. However, advertising is less effective now because consumers are becoming smarter and wiser.

[jonnyp27]

The things Ogilvy is talking about in this video and in his books Ogilvy on Advertising and Confessions of an Adman are more relevant today than they were 10 years ago. Why? The internet, Measurable ROI, and research on consumer behavior allow market researchers and advertisers to know precisely, how effective their online advertising is, what sells and what doesn't. Its a renaissance for the type of advertising Hopkins and Ogilvy advocated. Online, Interactive, isn't it all direct response.

[dbarry76]

This video is way out of date. While there are a few exceptions, infomercials and the kinds of advertising that Ogilvy supports in this video are simply not effective anymore. People are too smart. Most will never buy anything from an infomercial because there is a 99.9% chance of the product being crap.

Clients such as Nike, IBM and Coke spend millions of dollars a year on marketing research. Do you really think they haven't researched the value of direct response advertising?

[davedohno]

Nike, IBM, and Coke execs don't know a thing about direct response. They use institutional advertising -- which is unmeasurable.

They use advertising agencies, which charge a portion of ad spend budget -- millions -- for no result.s.

[rbx937385]

He can't be here today, Because He's Dead!

[Vivares1]

grande Ogilvy, grande!!

[soccermad81]

All advertisements should follow his Mantra "We Sell or Else!"

[coldiron7777]

David understood SELLING. Most salespeople don't understand selling, let alone ad poets.

[tommassi11]

what years did Ogilvy record this video? please..

[gustavodost]

Un genio, que poder de comunicación, irrepetible.

[Slayerof100]

Thanks for this!

[chrisk79]

I swear there's still people studying Ogilvy on Advertising and thinking it's still relevant today. We get it Dave you've left brained. Respect but glad this era is over.

[chisaoboy]

chrisk79 reveals in his few words that he knows absolutely nothing about direct response advertising.

[chrisk79]

Well direct response advertising is only as effective as the product is bad. You don't see the worlds top brands relying on direct response advertising. A Nike ad is a thing of beauty, an infomercial is a thing of shit.

[libernull]

totally agree.

[chisaoboy]

I respect your opinion, but you're wrong, my friend. Direct response advertising is a specialty that most general ad agencies know little about. Also, the mere fact that you said, "A Nike ad is a thing of beauty" shows that you fall into this category as well. Beauty is not a criteria for creating effective advertising. Your statement is one of an advertising novice. I don't blame you for your view... many people unfamiliar with the study of advertising hold a similar opinion.

[djwhitehouse82]

@chisaoboy you obviously know little about David Ogilvy - I suggest you read one of his books. He's listed on the copywriting page on Wikipedia under "famous copywriters" and he was a great advocate of direct response advertising.

[diesel1279dsl]

@chisaoboy Anyway ... (don't know the whole conversation...) (but),

what he said, (whoever your "friend" is),

is right/"correct".

If, "your friend",

think it's beatiful - that's his Right.

And, his Rights, and thoughts/feel for the brand, will make him buy something from whatever that brand is.

So, you can't say he is "WRONG" ...

You're wrong... Plus, I'll add your ignorance over studies of similar opnions.

You shouldn't state your personal opinion based on a study/test...

[arprshr]

@chisaoboy i dont who u r or Wat do you but the man in the above picture is called father of modern advertising and is one personality who was also one of the forces in the modern industrial revolution but u must be gr8 then wat he is so wish u luck!!!!!

[j03666]

The MAN. Respect the man!

[adpublis]

What David tried to tell us (since the early '70s) to all the auto called creative community is...

"STOP MAKING THOSE STUPID ADS AND

FOCUS ON REPOSITIONATE THE COMPETITION

MAKING THE PERSUASION YOUR OWN RELIGION

WITHOUT USING THOSE DAMN POEMS.

SO... TRY TO SELL A FOOD BRAND BEING A POET"

Thanks Mentor....!!!!

[katona187]

Study and live for ever!

[vertagos]

the late Ogilvy is always the best...