Firms that spend more money on discounting than advertising are far less profitable than those that spend more on advertising than discounting.READ MORE
Here’s a little quiz for you. Who said the following? 1. “Those who can, do; those who cannot, teach.” 2. “The Golden Rule is, there is no Golden Rule.” 3. “Will you sleep with me for a million pounds?” Well, the man who said all those things was the Irish…READ MORE
A while back, my Australian partner Malcolm Auld sent me a piece by a marketing expert named Tom Evans, which stated that “direct mail for customer acquisition is dead.” You should still put your money into direct marketing, said Tom — but do it online.READ MORE
I have always seen myself as a kindly, helpful soul — but clearly my memory fails me.
Back in my Ogilvy & Mather Direct days, people quickly turned their computer screens blank whenever I materialized in the creative department. Seems I had the nasty habit of reading the sales copy they were writing out loud and making derisive comments.READ MORE
When I got into the mail-order business years ago, it wasn’t something you boasted about. You would be a bit inscrutable when people asked you what your job was. You would mutter something that included the word advertising — so much sexier!
I recalled this coyness when an old colleague asked me to talk to some to Syracuse University students here in London who are enrolled in a course called Ethical Advertising.
Most marketers are too busy trying to make a living to worry about whether or not they’re being ethical. But then I came across this quote from Abraham Lincoln that summed up the way I feel about my chosen career: When I do good, I feel good. When I do bad, I feel bad.READ MORE
A few years ago, after making a speech about copywriting that I thought was excellent in every way, my childish delight at my own brilliance was destroyed by a cynical listener. He said, “Well, you seem to know just about everything about what to do in order to write good…READ MORE
How many geniuses have you met? I met Charlie Chaplin (very briefly) in 1966 while working on publicity for the film Fahrenheit 451. Then I was lucky enough to work with David Ogilvy for eight years. Ogilvy still exerts enormous influence in the marketing business, and if you haven’t read…READ MORE
I have a daughter in Montclair, New Jersey — hometown of the inimitable Yogi Berra. As a result, I have made a bit of a study of his remarks, and one of my favorites is, “You can observe a lot just by looking.” Well, one thing I have observed a…READ MORE