How To Advertise

Good morning. This week, I’m inspired by re-reading Ogilvy on Advertising. David Ogilvy was “The Father Of Advertising” on Madison Avenue in the 60s. His timeless principles outline a very simple framework for building a business.

1. Choose What You Want The Brand To Embody

Ogilvy talks about choosing your brand objective. He would sit down with his clients and spend days discussing the objective of the company. Was Rolls-Royce a car company? Or was it a vessel for luxury in the new world?

It’s not so much about the product. Choose a mission or direction for the company. Apple scaled on the idea of non-conformity. Facebook scaled on the idea of connectivity. Pick your identity and run with that.

2. Target People Who Identify With The Mission

Each ad you write or piece of content you put out should target the ideal customer. We all know this. However, David Ogilvy’s hyper-focus on targeting was impressive. He was writing ads directly to a specific customer, not to the general audience.

Nowadays, we worry too much about what gets views, likes, and impressions. But he was only worried about what sold. Trace the cash flow and you’ll find the best-performing ads and target audiences. Focus on that target exclusively.

3. Test Like An Engineer

Since social media has made it easy to rapidly create, we don’t have a value assigned to putting out an ad anymore. Back in the 60s, you had to put up tens of thousands to get into a magazine or on a TV commercial placement. You had to test your results like an engineer would their designs.

Ogilvy was a direct-response advertiser. He tracked sales, found winners, cut losers, and replicated what worked over and over again. He was the engineer of advertising — something that’s missing from business today. The more you track and test results, the better your next ads will be.

If these lessons helped, implement them in your business. You’ll need to create a consistent system for how to advertise, and this is a great start.

Thanks for reading,

Austin Weatherhead | Founder @ Zunesty

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