“You know that long copy sells more than short copy.” – David Ogilvy
David Ogilvy is a legend in advertising. He built one of the largest advertising agencies in the world and left behind a legacy of effective selling principles.
He was a strong believer in research and measurement. He is responsible for some of the greatest quotes on the trade :
“If it doesn’t sell, it isn’t creative.”
“The consumer isn’t a moron. She is your wife.”
“The more informative your advertising, the more persuasive it will be.”
“I do not regard advertising as entertainment or an art form, but as a medium of information.”
Reading this, you can understand why we see at Toast how although he wasn’t talking about content marketing, a lot of what he said applies to our practices 40 years later.
This week’s article is actually a video. Please, if you have 7 minutes to spare today, take the time to watch this. David Ogilvy presents his “secret weapon”, what made his work so impactful with consumers.
And make sure to play the game of replacing “direct response advertising” by “content marketing” every time you hear it.