>-> Advice from beyond the grave
This cartoon inspired me to tell you a story about David Ogilvy.
David is no longer here. But this can almost certainly make you more money – which David was very keen on.
Of course, it’s about Zoom, which didn’t even exist when it appeared.
But the topic is vitally important. How can you ensure people take in your message – and as a result do what you want them to do?
It’s the key to success – persuasion. It’s what marketing is all about.
The trouble is that most marketers and copy writers don’t have a clue about the principles of visual persuasion.
By that I mean many layouts are designed so badly that they kill your message rather than conveying.
Do you doubt me? Then after you read this go and look at the first 20 ads you see.
You’ll find that almost all break the rules.
What rules, you may wonder.
To explain let me take you back to 1985 when David Ogilvy came to my agency in Soho Square to meet the staff and clients.
First, though, he met my co-directors in a room behind reception. Everyone was terrified.
But my Art Director, Chris Jones, the best I ever found whom I employed straight from Chelsea Art College, asked
“Mr. Ogilvy, are your “rules” about layout based on research , or are they just your opinions?”
To which David replied “I’m glad you asked me that. “
Then he went outside where his driver was waiting and came back with a book called “Communicating – or just making pretty shapes?”
This book was based on research conducted by the newspapers in Australia.
It was the only research I had seen that didn’t ask people for their opinions, but asked them to read things and then repeat back what they remembered.
So, it measured whether they actually understood what they had read.
All the other research I’ve seen is based on people’s opinions, and usually the opinions of designers who are the last people to ask.
I was inspired by this conversation with David, because I love to learn things.
The very next day I sat down and wrote an imaginary advertisement which demonstrated exactly what the research showed.
You’ve probably not seen this before, but here’s a free video from my Ask Drayton series that explains it in great detail.
I hope you find it helpful and that it will make you think to yourself “My God, that man Bird knows more than I thought.”
It’s a reasonable conclusion on your part because I’ve been studying this stuff since before you were born.
The video will tell you about layout, and Ask Drayton will tell you a great deal more about other things other marketers seem to know nothing about.
I guarantee it’ll make you more successful – or your money back.
Best,
Drayton
