Post by Thumbstop

Ogilvy called direct response his "first love" Why? Because it was his massive edge His ad empire was built on these foundations For 40 years he tried to get the advertising industry to take it seriously. Most of them didn't listen. General agency people, he said, couldn't measure what their advertising actually did. So they filled that gap with something else: a religion around creativity. Around originality. "Originality" he said, "is the most dangerous word in the lexicon of advertising" because originality that can't be measured is just ego with a media buy behind it. VS Direct response peeps operated differently. They knew long copy outperformed short. They knew 2 minute TV spots beat 30 second ones on cost efficiency. They knew benefit driven headlines beat clever ones every time. That's why this became his # 1 rule: No one should be allowed to write advertising until they had served time in direct response. Not as a box to tick but as a discipline to train your way of thinking in a manner that "keeps your feet on the ground" Filmed almost 40 years ago Still hyper relevant today imo Direct response marketers know exactly HOW to talk to their intended audience with the exact language that lands with them sooo well. Lots to learn from these people and teams Don't write it off as "basic" -- 👋 P.S Want more content like this in your inbox? Join 47,958 marketers who read Thumbstop: (Click sign up above)

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