? Written back in 1962 by the late David Ogilvy, the little red book distilled all his thoughts and beliefs in good advertising and management. It's impressive how these principles are still very relevant today despite being written decades before the Internet.
One of my favourite chapters contained Ogilvy's thoughts about getting clients, e.g.:
"I always tell prospective clients about the chinks in our armor. I have noticed that when an antique dealer draws my attention to flaws in a piece of furniture, he wins my confidence."
My marketing hero Drayton Bird recently posted a video of Ogilvy on his website. It was a pitch to Xerox and guess what? Ogilvy pointed out his shortcomings and it made for a very powerful message.
Watch the video here. Oh and subscribe to Drayton's Helpful Ideas emails. Anyone who can write "If you act like a sheep, you'll get slaughtered" in the subject header will always send emails you'll want to open.
I loved that book! What he wrote back then still holds true today. Look for The Unpublished David Ogilvy, which includes a pamphlet he received when he was trained to sell Agas and his office memos.
ReplyDeleteI certainly will look for that book! And I love Agas!
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