hi I’m Evan Carmichael and welcome to another edition of Melina masters I
another edition of Melina masters I
another edition of Melina masters I believe that the fastest and most
believe that the fastest and most
believe that the fastest and most effective way to grow your business is
effective way to grow your business is
effective way to grow your business is to model the strategies that people who
to model the strategies that people who
to model the strategies that people who have already done what you’re trying to
have already done what you’re trying to
have already done what you’re trying to do so today we’re going to look at the
do so today we’re going to look at the
do so today we’re going to look at the story of how a 38 year old man who had
story of how a 38 year old man who had
story of how a 38 year old man who had never written an advertisement in his
never written an advertisement in his
never written an advertisement in his life started an ad agency with $6,000 to
life started an ad agency with $6,000 to
life started an ad agency with $6,000 to his name and went on to become one of
his name and went on to become one of
his name and went on to become one of the most sought-after marketers in the
the most sought-after marketers in the
the most sought-after marketers in the world this is a story of advertising
world this is a story of advertising
world this is a story of advertising legend David Ogilvy and the top three
legend David Ogilvy and the top three
legend David Ogilvy and the top three lessons that you can learn from his
lessons that you can learn from his
lessons that you can learn from his success David Ogilvy was a founder of Oh
success David Ogilvy was a founder of Oh
success David Ogilvy was a founder of Oh Govinda Mader and is known as the father
Govinda Mader and is known as the father
Govinda Mader and is known as the father of advertising
of advertising
of advertising he took the long road to success working
he took the long road to success working
he took the long road to success working as a hotel chef a British intelligence
as a hotel chef a British intelligence
as a hotel chef a British intelligence officer and a traveling salesman selling
officer and a traveling salesman selling
officer and a traveling salesman selling kitchen stoves door-to-door he had
kitchen stoves door-to-door he had
kitchen stoves door-to-door he had success in sales and thought he could
success in sales and thought he could
success in sales and thought he could help other companies improve their
help other companies improve their
help other companies improve their marketing efforts so he started his own
marketing efforts so he started his own
marketing efforts so he started his own advertising agency in 1949 he was 38
advertising agency in 1949 he was 38
advertising agency in 1949 he was 38 years old had never written an
years old had never written an
years old had never written an advertisement in his life and only had
advertisement in his life and only had
advertisement in his life and only had $6,000 to his name but he had a big
$6,000 to his name but he had a big
$6,000 to his name but he had a big dream and wanted to see it through
dream and wanted to see it through
dream and wanted to see it through attracting clients was a challenge in
attracting clients was a challenge in
attracting clients was a challenge in the beginning but he focused on getting
the beginning but he focused on getting
the beginning but he focused on getting results for his clients and he firmly
results for his clients and he firmly
results for his clients and he firmly believed that the best way to get new
believed that the best way to get new
believed that the best way to get new clients was to do outstanding work for
clients was to do outstanding work for
clients was to do outstanding work for his existing clients the few clients who
his existing clients the few clients who
his existing clients the few clients who was able to get loved his approach they
was able to get loved his approach they
was able to get loved his approach they rewarded him with larger budgets and
rewarded him with larger budgets and
rewarded him with larger budgets and referrals to other potential accounts
referrals to other potential accounts
referrals to other potential accounts after building up his business in New
after building up his business in New
after building up his business in New York he decided to merge with the
York he decided to merge with the
York he decided to merge with the london-based
london-based
london-based agency mayor and Crowther in 1965 it
agency mayor and Crowther in 1965 it
agency mayor and Crowther in 1965 it gave his firm in international reach and
gave his firm in international reach and
gave his firm in international reach and the next year olga van Mather was one of
the next year olga van Mather was one of
the next year olga van Mather was one of the first advertising agencies to go
the first advertising agencies to go
the first advertising agencies to go public his company was acquired in 1989
public his company was acquired in 1989
public his company was acquired in 1989 for 864 million dollars after Ogilvy
for 864 million dollars after Ogilvy
for 864 million dollars after Ogilvy built up reputation for being the most
built up reputation for being the most
built up reputation for being the most sought-after wizard in the advertising
sought-after wizard in the advertising
sought-after wizard in the advertising industry according to Time magazine he
industry according to Time magazine he
industry according to Time magazine he was elected to the US advertising Hall
was elected to the US advertising Hall
was elected to the US advertising Hall of Fame in 1977 and was inducted into
of Fame in 1977 and was inducted into
of Fame in 1977 and was inducted into the Junior Achievement US business Hall
the Junior Achievement US business Hall
the Junior Achievement US business Hall of Fame his legacy continues to leave a
of Fame his legacy continues to leave a
of Fame his legacy continues to leave a mark on everyone in the advertising
mark on everyone in the advertising
mark on everyone in the advertising world and his story provides lessons in
world and his story provides lessons in
world and his story provides lessons in marketing that we can
marketing that we can
marketing that we can learn from by focusing on his clients
learn from by focusing on his clients
learn from by focusing on his clients and by building his referrals David
and by building his referrals David
and by building his referrals David Ogilvy was able to go from a startup
Ogilvy was able to go from a startup
Ogilvy was able to go from a startup with zero experience into the most
with zero experience into the most
with zero experience into the most recognized person in his industry to
recognized person in his industry to
recognized person in his industry to help you boost your client referrals
help you boost your client referrals
help you boost your client referrals here are three action items that you can
here are three action items that you can
here are three action items that you can learn from David Ogilvy action item
learn from David Ogilvy action item
learn from David Ogilvy action item number one get your clients results do
number one get your clients results do
number one get your clients results do you want more referrals for your
you want more referrals for your
you want more referrals for your business blow your current clients away
business blow your current clients away
business blow your current clients away with how great a job you do don’t just
with how great a job you do don’t just
with how great a job you do don’t just exceed expectations go way above and
exceed expectations go way above and
exceed expectations go way above and beyond your customers are busy people if
beyond your customers are busy people if
beyond your customers are busy people if you want them to talk about you then you
you want them to talk about you then you
you want them to talk about you then you need to give them a reason to referred
need to give them a reason to referred
need to give them a reason to referred clients spend more buy more often have a
clients spend more buy more often have a
clients spend more buy more often have a shorter sales cycle and are way easier
shorter sales cycle and are way easier
shorter sales cycle and are way easier to work with referrals are the best way
to work with referrals are the best way
to work with referrals are the best way to attract more ideal clients so start
to attract more ideal clients so start
to attract more ideal clients so start offering so much extra value into what
offering so much extra value into what
offering so much extra value into what you do that they can’t help but talk to
you do that they can’t help but talk to
you do that they can’t help but talk to everyone they know about you Olga V maid
everyone they know about you Olga V maid
everyone they know about you Olga V maid getting results for his clients his
getting results for his clients his
getting results for his clients his firms top priority he realized that if
firms top priority he realized that if
firms top priority he realized that if he didn’t deliver they wouldn’t get
he didn’t deliver they wouldn’t get
he didn’t deliver they wouldn’t get repeat business or client referrals he
repeat business or client referrals he
repeat business or client referrals he didn’t want ads that were too creative
didn’t want ads that were too creative
didn’t want ads that were too creative that people couldn’t understand he also
that people couldn’t understand he also
that people couldn’t understand he also didn’t want well-written ads that were
didn’t want well-written ads that were
didn’t want well-written ads that were boring and weren’t going to be read he
boring and weren’t going to be read he
boring and weren’t going to be read he focused instead on creating ads that
focused instead on creating ads that
focused instead on creating ads that were bringing in dollars for his clients
were bringing in dollars for his clients
were bringing in dollars for his clients which is what he believed he was hired
which is what he believed he was hired
which is what he believed he was hired to do for his clients when he believed
to do for his clients when he believed
to do for his clients when he believed too many awards are being handed out in
too many awards are being handed out in
too many awards are being handed out in his industry for creativity he created
his industry for creativity he created
his industry for creativity he created his own David Ogilvy award to recognize
his own David Ogilvy award to recognize
his own David Ogilvy award to recognize a campaign that did the most to improve
a campaign that did the most to improve
a campaign that did the most to improve a client’s sales or reputation the award
a client’s sales or reputation the award
a client’s sales or reputation the award look everybody at his company know that
look everybody at his company know that
look everybody at his company know that they should focus primarily on making a
they should focus primarily on making a
they should focus primarily on making a cash register ring and not being the
cash register ring and not being the
cash register ring and not being the most creative according Olga V in the
most creative according Olga V in the
most creative according Olga V in the modern world of business it is useless
modern world of business it is useless
modern world of business it is useless to be a creative original thinker unless
to be a creative original thinker unless
to be a creative original thinker unless you can also sell what you create we
you can also sell what you create we
you can also sell what you create we sell or else the recommendations we make
sell or else the recommendations we make
sell or else the recommendations we make should be the recommendations we would
should be the recommendations we would
should be the recommendations we would make if we own their companies without
make if we own their companies without
make if we own their companies without regard to our own short-term interests
regard to our own short-term interests
regard to our own short-term interests this earns their respect which is the
this earns their respect which is the
this earns their respect which is the greatest asset we can have we exist to
greatest asset we can have we exist to
greatest asset we can have we exist to build the businesses of our clients
build the businesses of our clients
build the businesses of our clients action item number two test test test
action item number two test test test
action item number two test test test what you start off with is never what
what you start off with is never what
what you start off with is never what you end up with your products and
you end up with your products and
you end up with your products and services change your marketing changes
services change your marketing changes
services change your marketing changes and your business plan changes the only
and your business plan changes the only
and your business plan changes the only way to figure out if something is going
way to figure out if something is going
way to figure out if something is going to work or not
to work or not
to work or not is to test don’t wait until you have the
is to test don’t wait until you have the
is to test don’t wait until you have the perfect idea or perfect business plan
perfect idea or perfect business plan
perfect idea or perfect business plan because they don’t exist start sooner
because they don’t exist start sooner
because they don’t exist start sooner get feedback from potential customers
get feedback from potential customers
get feedback from potential customers and make changes and continue to test
and make changes and continue to test
and make changes and continue to test test test until you start getting the
test test until you start getting the
test test until you start getting the results that you’re looking for Olga V
results that you’re looking for Olga V
results that you’re looking for Olga V like to create campaigns that had a big
like to create campaigns that had a big
like to create campaigns that had a big idea attached to them if you don’t
idea attached to them if you don’t
idea attached to them if you don’t promote your business with a big idea
promote your business with a big idea
promote your business with a big idea then people were largely ignore you he
then people were largely ignore you he
then people were largely ignore you he realized that in order for your big idea
realized that in order for your big idea
realized that in order for your big idea to work you have to test Olga we
to work you have to test Olga we
to work you have to test Olga we believed in the importance of research
believed in the importance of research
believed in the importance of research so much that when you open this company
so much that when you open this company
so much that when you open this company his official title was research director
his official title was research director
his official title was research director he tested everything about his campaigns
he tested everything about his campaigns
he tested everything about his campaigns until he honed in on the concepts that
until he honed in on the concepts that
until he honed in on the concepts that delivered the best results according to
delivered the best results according to
delivered the best results according to Olga V you aren’t advertising to a
Olga V you aren’t advertising to a
Olga V you aren’t advertising to a standing army you’re advertising too
standing army you’re advertising too
standing army you’re advertising too moving parade the most important word in
moving parade the most important word in
moving parade the most important word in the vocabulary of advertising is test
the vocabulary of advertising is test
the vocabulary of advertising is test test your promise test your media test
test your promise test your media test
test your promise test your media test your headlines in your illustrations
your headlines in your illustrations
your headlines in your illustrations test the size of your advertisements
test the size of your advertisements
test the size of your advertisements test your frequency test your level of
test your frequency test your level of
test your frequency test your level of expenditure test your commercials never
expenditure test your commercials never
expenditure test your commercials never stop testing and your advertising will
stop testing and your advertising will
stop testing and your advertising will never stop improving if you pre test
never stop improving if you pre test
never stop improving if you pre test your product with consumers and pre test
your product with consumers and pre test
your product with consumers and pre test your advertising you will do well in the
your advertising you will do well in the
your advertising you will do well in the marketplace action item number three
marketplace action item number three
marketplace action item number three hire great people read almost any famous
hire great people read almost any famous
hire great people read almost any famous entrepreneur profile and you’ll see the
entrepreneur profile and you’ll see the
entrepreneur profile and you’ll see the hiring great people was one of the core
hiring great people was one of the core
hiring great people was one of the core strategies that helped propel their
strategies that helped propel their
strategies that helped propel their success you need to figure out what
success you need to figure out what
success you need to figure out what you’re really good at and where you add
you’re really good at and where you add
you’re really good at and where you add the most value to your business then
the most value to your business then
the most value to your business then hire amazing people to do everything
hire amazing people to do everything
hire amazing people to do everything else hire people who believe in what
else hire people who believe in what
else hire people who believe in what you’re doing and who love doing the
you’re doing and who love doing the
you’re doing and who love doing the tasks you need them to do so you can
tasks you need them to do so you can
tasks you need them to do so you can focus on building your business Olga V
focus on building your business Olga V
focus on building your business Olga V understood how important it is to have a
understood how important it is to have a
understood how important it is to have a great team of people working with you he
great team of people working with you he
great team of people working with you he therefore spent a great deal of effort
therefore spent a great deal of effort
therefore spent a great deal of effort making sure that they were given
making sure that they were given
making sure that they were given challenging opportunities recognition
challenging opportunities recognition
challenging opportunities recognition for achievement and as much
for achievement and as much
for achievement and as much responsibility as they could handle he
responsibility as they could handle he
responsibility as they could handle he invested in the hiring training and gave
invested in the hiring training and gave
invested in the hiring training and gave them independence and flexibility
them independence and flexibility
them independence and flexibility if an employee was battling a personal
if an employee was battling a personal
if an employee was battling a personal problem like illness or alcohol abuse
problem like illness or alcohol abuse
problem like illness or alcohol abuse the company would make every effort to
the company would make every effort to
the company would make every effort to help them in return however Ogilvy
help them in return however Ogilvy
help them in return however Ogilvy demanded the most famous people and had
demanded the most famous people and had
demanded the most famous people and had exceedingly high expectations of them
exceedingly high expectations of them
exceedingly high expectations of them according to Olga V if we hire people
according to Olga V if we hire people
according to Olga V if we hire people who are smaller than we are we become a
who are smaller than we are we become a
who are smaller than we are we become a company of Dwarfs if we hire people who
company of Dwarfs if we hire people who
company of Dwarfs if we hire people who are larger than we are we become a
are larger than we are we become a
are larger than we are we become a company of giants some of our people
company of giants some of our people
company of giants some of our people spend their entire working lives in
spend their entire working lives in
spend their entire working lives in Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather we try to make it a stimulating and
we try to make it a stimulating and
we try to make it a stimulating and happy experience we put this first we
happy experience we put this first we
happy experience we put this first we see no conflict between adherence to
see no conflict between adherence to
see no conflict between adherence to high professional standards in our work
high professional standards in our work
high professional standards in our work and human kindness in our dealings with
and human kindness in our dealings with
and human kindness in our dealings with each other we treat our people as human
each other we treat our people as human
each other we treat our people as human beings I believe in a Scottish proverb
beings I believe in a Scottish proverb
beings I believe in a Scottish proverb hard work never killed a man men die of
hard work never killed a man men die of
hard work never killed a man men die of boredom psychological conflict and
boredom psychological conflict and
boredom psychological conflict and disease they do not die of hard work set
disease they do not die of hard work set
disease they do not die of hard work set exorbitant standards and give your
exorbitant standards and give your
exorbitant standards and give your people hell when they don’t live up to
people hell when they don’t live up to
people hell when they don’t live up to them there is nothing so demoralizing as
them there is nothing so demoralizing as
them there is nothing so demoralizing as a boss who tolerates second-rate work
so remember get your clients results
so remember get your clients results test test test and hire great people to
test test test and hire great people to
test test test and hire great people to finish up this video I wanted to share
finish up this video I wanted to share
finish up this video I wanted to share one of my favorite true stories well
one of my favorite true stories well
one of my favorite true stories well David Ogilvy and some of his best quotes
in his ads Ogilvy would often make the
in his ads Ogilvy would often make the company logo twice the size a good thing
company logo twice the size a good thing
company logo twice the size a good thing to do because most advertisements are
to do because most advertisements are
to do because most advertisements are deficient in brand identification he
deficient in brand identification he
deficient in brand identification he would also show his clients faces
would also show his clients faces
would also show his clients faces because the public is more interested in
because the public is more interested in
because the public is more interested in personalities than in corporations
personalities than in corporations
personalities than in corporations author Ogilvy techniques include
author Ogilvy techniques include
author Ogilvy techniques include studying and imitating graphics used by
studying and imitating graphics used by
studying and imitating graphics used by editors since it’s been found that the
editors since it’s been found that the
editors since it’s been found that the lasting advertisement looks like an
lasting advertisement looks like an
lasting advertisement looks like an advertisement and the more it looks like
advertisement and the more it looks like
advertisement and the more it looks like an editorial the more readers stop look
an editorial the more readers stop look
an editorial the more readers stop look and read he would place photographs at
and read he would place photographs at
and read he would place photographs at the top of his ads given that people
the top of his ads given that people
the top of his ads given that people have a habit of scanning down words and
have a habit of scanning down words and
have a habit of scanning down words and also learned that there’s very little
also learned that there’s very little
also learned that there’s very little value in saying something without
value in saying something without
value in saying something without illustrating it because the viewer
illustrating it because the viewer
illustrating it because the viewer immediately forgets it
thank you for joining me for another
thank you for joining me for another edition of my Linda masters if you like
edition of my Linda masters if you like
edition of my Linda masters if you like the video and want to see more please
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