I recently came across an old document from my early years in business titled “How to create advertising that sells”, written many years ago by David Ogilvy – yes, THAT David Ogilvy, of Ogilvy and Mather Advertising fame. It lists 38 rules of marketing advice that Mr. Ogilvy found had stood the test of time. I wanted to share a few of them over the next few weeks that are just as relevant today as they were when he wrote them.
“1. The most important decision. The effect that your advertising has on your sales depends more on this decision than any other: How should you position your product? The results of your campaign depend less on how we write your advertising than on how your product is positioned. It follows that positioning should be decided before the advertising is created. Research can help. Look before you leap.”
The takeaway: We preach the positioning sermon to clients every day, encouraging them that it is okay to slow things down and start at the most sensible place by asking, “Who are we? And what about our product or service matters to our customers most?” This is a huge step in maintaining and gaining market share as well as credibility for any organization.