Celebrating an Advertising Legend: The Best of David Ogilvy

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David OgilvyLast week marked the 100th birthday of David Ogilvy, legendary advertising executive.

Nicknamed “The Father of Advertising,” Time called Ogilvy “the most sought-after wizard in today’s advertising industry.”

It’s no secret that I’m a big, BIG fan of David Ogilvy, and have been heavily influenced by his words and wisdom.

So to celebrate his 100th birthday, l want to share my favorite David Ogilvy quotes. Together, let’s learn from the original “Mad Man” and “Wizard of Ads.” Enjoy!

“I do not regard advertising as entertainment or an art form, but as a Read more »

Categories: Advertising Techniques - Tags: , , ,

How Creativity and Entertainment Can Demolish Your Ad’s Ability to Convince: Deconstructing Honda Odyssey’s “The Van Beckons” Ad

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Today, I deconstruct the Honda Odyssey “The Van Beckons” Ad, and together we’ll learn why your message must resonate with your customer in order to drive sales. Miss the mark, even by a smidgen, and you’re in big, BIG trouble.

First Mental Image (FMI):

Average Joe walking out of a supermarket, late in the evening, carrying a bag of groceries. While standing in the parking lot, our main character finds himself mesmerized by the Honda Odyssey minivan, which happens to be in full rock concert mode.

Yes, the FMI surprises and grabs your attention. But that’s about it, because, as you’ll soon learn, Read more »

Categories: Deconstructing Ads - Tags: , , , , , , ,

Strategic Question #8: Are you targeting the relational or transactional customer with your marketing message?

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(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.)

Are you targeting the relational or transactional customer with your marketing message?

Transactional Relational CustomersGenerally speaking, your customer will fall into one of two camps: relational or transactional. And you must decide which of the two you are planning to target with your marketing message.

Keep in mind that a customer can be a relational shopper in one product category and a transactional shopper in yet another. For example, anyone who knows me can tell you that I am a relational shopper when it comes to buying clothing, computers and electronics. Yet, I do a one-eighty and become transactional when shopping for cars, gasoline and furniture.

So which are you targeting with your marketing efforts? Need a little help deciding?

No problem. Let’s take a deeper look at the characteristics of each type of customer. Read more »

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How Domino’s Leverages Credibility Full-Tilt to Elevate Awareness and Persuade: Deconstructing Domino’s “Rate Our Chicken” Ad

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Today, I deconstruct Domino’s “Rate Our Chicken” ad, which, with it’s direct, left-brain approach, contrasts nicely with the symbolic, right-brain Dodge Challenger “Freedom” commercial. Both are powerful and persuasive in their own right. So grab a latte, pull up a chair, and let’s get started.

First Mental Image (FMI):

Viewers are introduced to Tate, Domino’s Chicken Chief. And right off the bat, we learn that our hero is under tremendous pressure to uphold Domino’s high standards of taste.

I have mixed feelings about the ad’s FMI.

On one hand, Read more »

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Why You May Be Sabotaging Your Advertising Efforts and How to Avoid This Mistake – Part Two

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Welcome back to Part Two of this post…

Bad Customer ExperienceThe customer experience meltdown I described last week is not at all uncommon. I see stuff like this all the time. And I bet you do too.

Things like:

  • Disgruntled Employee grumbling openly about hours, work conditions, or other co-workers. This tends to happen most frequently as you’re held hostage while standing in the checkout line.
  • Old School Website (circa 1996). Ya know the one… clip art, flashing GIFs, confusing and cluttered design. Nuff said.

Categories: Customer Experience - Tags: , , , ,

Why You May Be Sabotaging Your Advertising Efforts and How to Avoid This Mistake – Part One

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Advertising Marketing SabotageI’m concerned that you may be sabotaging your advertising efforts… and it has nothing to do with poorly written ads, or choice of media.

Truth be told, I’ve carried this concern for a long time. But it took a customer experience meltdown to remind me that I need to make sure you’re maximizing every penny spent on advertising.

But first, let me fill you in on what happened…

For the past two years, I’ve struggled to find a Read more »

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Strategic Questions #6 & 7: What is the felt need of your customer that you are willing and able to meet?

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(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.)

What is the felt need of your customer that you are willing and able to meet?

Marketing Felt NeedPersuasive communication demands relevancy. Which means your marketing message must communicate an idea, feeling or outcome that the customer truly cares about.

And here’s what is critical: Your message should not revolve around you or your company. It should focus on the customer. Specifically, your marketing message must explain what your product or service will do for the customer. Get this part wrong and nothing else matters.

So what is the felt need of your customer?

Unsure where to begin?

Start by Read more »

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How to Make the Heart of Your Customer Roar with Passion for Your Brand: Deconstructing The Dodge Challenger Freedom Ad

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In this post, I’ll deconstruct the Dodge Challenger “Freedom” ad, and peel back its many layers of persuasion.

First Mental Image (FMI):

A Revolutionary era British soldier/scout running, frantically, through a wooded trail; alerting his troop of the impending American attack.

The ad begins with Read more »

Categories: Deconstructing Ads - Tags: , , , , ,

Strategic Question #5: What are your limiting factors?

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(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.)

What are your company’s limiting factors?

Marketing Strategy LimitationsWhat’s holding your business back? What are the distractions and limitations preventing you from reaching your goals?

Okay, this one’s pretty straightforward. But that doesn’t mean thinking this through will be easy. Identifying your company’s limitations takes energy. Focus. And most importantly, being completely clear-eyed and objective.

No company is without shortcomings or weaknesses. And your limitations must be considered when crafting your marketing strategy.

Consider the following limiting factors:

Read more »

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How Observing The Law of Polarity Can Attract an Army of Loyal Customers to Your Door

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Law of Polarity AdvertisingBland and colorless marketing is the result of trying to be all things to all people. And far too many ads are written NOT to offend, rather than persuade.

But, as I’ve said before, persuasion is the goal of marketing. And convincing your customer to take action often requires that you choose a segment of the market to leave behind.

The Law of Polarity dictates that Read more »

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