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1. The most important decision. We have learned that the effect of your advertising on your sales depends more on this decision than on any other: how should you position your product? Should you position Schweppes as a soft drink or as a mixer? Should you position Dove as a product for dry skin or as a product which gets hands really clean? The results of your campaign depend less on how we write your advertising than how your product is positioned. It follows that positioning should be decided before the advertising is created. Research can help. Look before you leap.
2. Large promise. The second most important decision is this: what should you promise the customer? A promise is not a claim, or a theme, or a slogan. It is a benefit for the consumer. It pays to promise a benefit which is unique and competitive, and the product must deliver the benefit your promise. Most advertising promises nothing. It is doomed to fail in the marketplace. Promise, large promise, is the soul of an advertisement - said Samuel Johnson.
3. Brand image. Every advertisement should contribute to the complex symbol which is the brand image. 95% of all advertising is created ad hoc. Most products lack any consistent image from one year to another. The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand gets the largest share of the market.
4. Big ideas. Unless your advertising is built on a big idea, it will pass like a ship in the night. It takes a big idea to jolt the consumer out of his indifference to make him notice your advertising, remember it and take action. Big ideas are usually simple ideas. Said Charles Kettering, the great General Motors inventor: this problem, when solved, will be simple. Big, simple ideas are not easy to come by. They require genius and midnight oil. A truly big one can be continued for 20 years like our eye patch for Hathaway shirts.
5. A first-class ticket. It pays to give most products an image of quality a first-class ticket. Ogilvy & Mather has been conspicuously successful in doing this for Pepperidge, Hathaway, Mercedes Benz, Schweppes, Dove and others. If your advertising looks ugly, consumers will conclude that your product is shoddy and they will be less likely to buy it.
6. Dont be a bore. Nobody was ever bored into buying a product. Yet most advertising is impersonal, detached, cold and dull. It pays to involve the customer. Talk to her like a human being. Charm her. Make her hungry. Get her to participate.
7. Innovate. Start trends instead of following them. Advertising which follows a fashionable fad or is imitative, is seldom successful. It pays to innovate, to blaze new trails. But innovation is risky unless you pre-test your innovation with consumers. Look before you leap.
8. Be suspicious of awards. The pursuit of creative awards seduces creative people from the pursuit of sales. We have been unable to establish any correlation whatever between awards and sales. At Ogilvy and Mather, we now give an annual award for the campaign which contributes the most to sales. Successful advertising sells the product without drawing attention to itself, it rivets the consumers attention on the product. Make the product the hero of your advertising.
9. Psychological Segmentation. Any good agency knows how to position products for demographic segments of the market for men, for young children, for farmers in the south, etc. But Ogilvy and Mather has learned that it often pays to position for psychological segments of the market. Our Mercedes-Benz advertising is positioned to fit non-conformists who scoff at status symbols and reject flim-flam appeals to snobbery.
10. Dont bury news. It is easier to interest the consumer in a product when it is new than at any other point in its life. Many copywriters have a fatal instinct for burying news. That is why most advertising for new products fails to exploit the opportunity that genuine news provides. It pays to launch your new product with a loud boom-boom.
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How to help your sales team achieve targetby SalesManagersCoach2,521 views
Great video, Lawrence
37AdWordsSecrets 1 year ago