A friend reminded me about David Ogilvy last night, and I remembered this video where he describes brand/vanity advertising versus direct response.
I wonder what he’d be doing differently in these days of the Internet? Probably not much!
The direct response principles that were his ‘first love and later became his secret weapon’, and which allowed him to grow his agency at record speed translate directly to web sites.
In my book The Ultimate Web Marketing Strategy I explain how to utilise the principles of highly-effective direct response advertising — how to change a website from “all about you” to “all about your visitor” to dramatically boost enquiries, sales-lead generation, opportunity creation, and sales and profit!
If you have a web site that focuses on your brand (you know, the kind that start with “Welcome to our website. We’ve been in business ‘x’ years and won all these awards”) maybe you should consider why the visitor has actually come to your website… probably to get information on — and the solution to — a pain, challenge, problem or opportunity they have.
Probably not to learn about you and your business. It’s a bitter pill to swallow, but it’s true in most cases.
Give visitors answers… not branding… and you can have a successful website.
If you want one of the last few copies (from stock) then grab it now… because it explains how you can change your website from no-response to direct response, the approach David Ogilvy used to become a world leading advertising agency, and help his clients become world leading brands.
Ed.
September 4th, 2009 at 5:35 pm
There is something to be learned from the old schooled and father of DMR invention. Loved the look back and listen to his words of wisdom. As for what he’d be doing differently these days of the internet…probably just embracing this marvelous amazing venue and utilizing every drop of it.
September 14th, 2009 at 10:33 am
“You know to the dollar”; I like that. Ah! The braces too.Always useful to look back at what has worked in the past as a resource for future strategies and developing processes that will work for you. The idea of discipline is so important in an action that you take thanks for the reminder. p.s. I’ve been to Goa does that count?
September 29th, 2009 at 3:52 am
Thanks for this, Ed.
It reminds me of a client’s MD balling out the Marketing Director:
“I don’t want a f*** report about f*** brand awareness – I want to see some f*** results in 2 months. Or you’re f*****ed” (It was not ‘fired’)