Do you own a small business? Have you figured out how to make
it successful? Did a person, Web site, seminar, book or course help you? Did your brother-in-law help you? Chances are you didn't have the luxury
of striking it rich in one brilliant move. You had to build your
business through hard work, grit, determination and the ability to
filter every Tom, Dick and Harry's opinion as to how you should run
your business. You did say your brother-in-law's name is Dick, didn't
you?
Perhaps today you might consider the opinion of David, an
advertising man. He helped a few companies sell their products and
become successful. You might be familiar with some of them; Campbell
Soup Company, Rolls Royce, General Foods, Shell, IBM, Merrill Lynch,
etc. In the world of advertising, David Ogilvy was an icon. David passed away in 1999, but his legend lives on along with his words. You need to pick up his book Ogilvy on Advertising.
It isn't a textbook, it is a conversation. I've read the book twice
now and I feel as if David and I are sitting in a cherry wood paneled
library in two big plush leather chairs looking out over a snow-filled
meadow while a fire roars in the fireplace. He talks to me about
advertising and selling products while knocking the residual tobacco
from his pipe.
"Wait a minute Dave, the companies that David worked with are all really big companies. Mine isn't."
Ok, let me guess. Your brother-in-law knows a printer. He got you
a good deal on printing out a flier. You mailed a few out. Or you
recently bought Advertising for Dummies. You are trying to
follow it step by step. Or you know that you should be advertising, so
you ask Joe who owns the pool cleaning company. Joe tells you. But
you're not sure if he understands the difference between pool filters
and pepperoni pizza. Or you listen blindly to the girl who sells ad
space for the Neighborhood Newspaper cause you'd like to date her. By the
way, just how much business are you getting out of that ad?
The point is your advertising isn't working. You either have to do
it yourself or hire a company that works with small businesses.
Ultimately you should hire the company. Either way, David will guide
you through the process. But there is a catch. This book isn't for
every small business owner. It is only for those with an open enough
mind to carry on a conversation with a dead ad guy...albeit a charming
and wise dead ad guy. You see, David isn't only going to enlighten you
about advertising, if you're open enough, he'll help you build the very
core of your business.
"Dave, I ran over to Amazon and ordered up a copy. It came yesterday. Dude, this book is written for advertising people."
Well, yes it is. Here, take this can of WD-40 and shoot a couple
drops on the hinges of your mind. Now, shake each leg a bit and
straighten out your underwear. Good. Listen up. Yes David's book was
targeted for the field of advertising. Published in 1983, he writes
about getting a job in the business, running an agency, how to
advertise for foreign travel and how to make TV commercials. He also
writes about how to produce advertising that sells, direct mail, how to
get clients, research, competing with Proctor and Gamble, and six
legends who went before him in the industry. It is mostly in the last
group where the treasure for small business owners can be found. But
you will only hear David's sage bits of wisdom if you pretend he is
trying to help you run your business.
I know, I know, you're too busy trying to run your business to play
pretend. But if you made it this far here today, try this
out...
You hire someone local to do your advertising. It could be the girl
who sells ad space for the neighborhood paper or someone who will
design your ad or an agency geared for small business. Now, listen to
what David has to say about his internal operation:
"I never assign a product to a writer unless I know that he is personally interested in it."
As
an Advertising Director, he never assigns a product to a writer unless
he knows that the writer is personally interested in the product. Now
here's where you have to pretend. David to you:
"Carol,
does Bob the guy who is writing copy for your print advertisement, know
anything about you or your products? Matter of fact, does he use your
products?"
See what I mean?
Ok, click on the link here, buy a copy of Ogilvy on Advertising and get ready to help market your business!