He's one of the few advertising legends I've studied inside out
David Ogilvy was NOT of this world and one of his ads I studied and copied again and again and again was his famous...
"At 60 Miles an HOUR" promo for ROLLS ROYCE
It sold out the entire U.S inventory.
Now here's the thing:
A Rolls Royce CAR is a luxury item
And your prospect is already very skeptical since he's seen hundreds of "more of the same" Rolls Royce Ads before that he probably didn't respond to
Ogilvy knew he couldn't do ordinary marketing
So he put on his thinking CAP and came up with a BIG IDEA designed to:
- Stand out from every other Rolls Royce Ad ever written
- Educate the reader into LOVING and desiring the CAR
- Caresss the reader's ego and make them feel that as a proud owner of a brand new ROLLS ROYCE Car, you belong in a different class..
I already told you it sold out Rolls Royce's entire U.S inventory
But here's the devil in the detail:
It wasn't about the Rolls Royce car
It was about how Ogilvy PRESENTED IT to the market
Burn that into your skull!!
Yep, it's cool to have an amazing product or service that people are willing to PAY for
But if you're NOT presenting (and marketing) it with the RIGHT appeal
You will be ignored by your ideal prospects
At best, you'll be settling for peanuts, when you could easily make a few tweaks to your marketing and start enjoying a consistent flow of new customer sales and clients
Want to learn how to stand out in your marketplace and be viewed by prospect's as the best option for their money?
Even if you think everyone is selling the same thing you're selling?