David Ogilvy's vision of a good leader

Thirty years ago when I got into advertising sales, I wanted to educate myself about my new industry. I hit the library and discovered "Confessions of an Advertising Man" by David Ogilvy. Since that time, Ogilvy has been one of my heroes. He was that rare person who excelled in all aspects of the business. He was an incredibly creative copywriter, a great sales person and an excellent manager/leader. His thoughts are as valuable today as they were back in the "Mad Man" era when he helped shape modern advertising. Here are his thoughts on what it takes to be a leader from the book : The Unpublished Ogilvy :

The qualifications I (David Ogilvy) look for in our leaders are these:

1. High standards of personal ethics.
2. Big people, without pettiness. 
3. Guts under pressure, resilience in defeat.
4. Brilliant brains--not safe plodders.
5. A capacity for hard work and midnight oil.
6. Charisma--charm and persuasiveness.
7. A streak of unorthodoxy--creative innovators.
8. The courage to make tough decisions.
9. Inspiring enthusiasts--with thrust and gusto.
10. A sense of humor

Not a bad list to look for or aspire to.

Thanks for reading!

Jim Busch

Double your pleasure

Many customers look at advertising as an "either/or" proposition. They will advertise either in the daily or the weekly paper. They will do cable or print. This attitude stems from a desire to save money and they see reaching the same consumer twice as a waste of money. There are two reasons why this is penny wise and pound foolish. First, each media attracts a unique readership. While many people may access multiple media, few are touched by all the available media in their area. By leaving your paper out of the mix the "thrifty" advertiser misses readers who may be the ideal customer for the product or service they sell. The best way to ensure the success of your business is to reach as many potential customers as possible. The customers that they reach in one media that they do not reach in another represents their unduplicated reach.

Advertisers should also ask themselves,  "is duplication necessarily a bad thing?" Customers assume that when a consumer sees their ad, it is love at first sight. That they will jump up out of their chair and head for the advertisers business as soon as they see their ad. This is a very unrealistic view of  how advertising works. Most people take much more convincing. The more often they see the customer's message, the more likely they are to recall their name. After a while the consumer begins to associate the business with the products they sell. The more often a consumer sees the customer's name and is exposed to their message, the more likely they are to patronize the advertiser's business. I argue that far from being an unnecessary waste of money, that duplicated reach actually provides the advertiser with a significant benefit.

I hope you found this post valuable. Please feel free to post your thoughts on this subject in the comments section and to pass this blog along to others.

Thanks for reading.

Jim Busch   

Weekly Quote

Some truths are hard to take. This quote expresses one of these tough facts:

"The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it's an ad."--Howard Luck Gossage

Just putting an ad in our paper is not enough. We need to work with our advertisers to create ads that are compelling and the grab the reader's interest. We need to convince our customers that they need to make offers that offer great value to consumers. We need to be true advertising consultants not just sales people.

Keep Smiling, Keep Selling!

Thanks Jim Busch