A Gold Mine of Direct Response Marketing Magic One Simple Mouse Click Away

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I accidentally came across this site earlier today ( or maybe it was last night) and it is literally a treasure trove of timeless marketing magic you'd be hard pressed to find readily available if you bought the next 500 E books, DVD sets, seminars and other nefarious nonsense that we all are inundated with daily. 

Some of the ads that are laid out here in all of their elegant beauty are TRULY classic pieces worthy of close inspection, studious study and creative emulation.  (read: knock them off for your OWN campaigns!)

  Some of the highlights of the site are a compilation of killer copy from famed NYC direct response master and information marketer, (the late) Eugene Schwartz - and a veritable avalanche of other rich resources that  WILL  give you some phenomenal ideas if you check them out (all FREE - and include the famous Ogilvy piece below in it's entirety) 

Check out the site at the link below - and make sure you leave a comment of thanks for the very generous guy who has shared all of these great resources freely for all!

How to Create Advertising that SellsBy David Ogilvy

Ogilvy & Mather has created over $1,480,000,000 worth of advertising. Here, with all the dogmatism of brevity are 38 of the things we have learned.

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.

Ogilvy & Mather Direct Ad # 4: "How To Create Advertising That Sells"

Tags: copywriting, great copy, direct response marketing

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