A lesson in selling from David Ogilvy - see a genuine "Mad Man" in action

I worked with David Ogilvy on two pitches. He mentions the other in a second video I shall put up. He himself believed his greatest strength was in getting new business.

The only thing he had in common with the guys in the TV series was that his offices were on Madison Avenue, and he was indeed a phenomenal salesman, as you can see. He certainly wasn’t sexist, though. I, too, was in advertising in the ‘60’s and I don’t recall that attitude at all.

What he was really like you will learn from a fascinating one hour interview I did with his biographer, Ken Roman, the former CEO of the Ogilvy Group.
 

Have you noticed how startlingly direct David is? You must connect as fast as possible with your prospect. This speed in getting to the point is equally important in copy. 

I’ll talk again about David’s uncanny skills with clients, but here are three lessons this clip teaches you.

1. If something works, why change it? David did more than one of these videos to get Xerox business. This was for Australia, I think. He did one for me when we pitched in England. Most of it was word for word the same.
2. Establish a relationship instantly with your prospect. David is startlingly direct. This speed in getting to the point is equally important in copy. 
3. Flattery is one of the two keys* to persuasion – in this case achieved by admitting to his shortcomings, which gives the listener a feeling of superiority.

Regards

Drayton Bird

*42% of the mailings in the superb Million $ Mailings book by Denny Hatch and Axel Anderson use flattery. The other key is an appeal to cupidity: those mailings which did not use flattery all appealed to greed. 

P. S. I worked for the agency that did get the Xerox account, back in 1976. But that’s another story.

* * * * *

Would you like to see more clips of successful people and get an insight into what makes them tick – and succeed when others fail? Then put your name and email address below and we’ll let you know.

Clips you might catch soon:

• a man who is worth £300m who built a $1billion financial services business on direct marketing
• David Ogilvy talking about Mother Teresa and other things at a training programme
• the “Godfather” of internet marketing, who taught many of those who have since made fortunes, tells about his famous system
• a specialist in text marketing - a little known but incredibly powerful channel most marketers largely ignore and the remarkable results it gets
• the biographer of David Ogilvy – and former CEO of Ogilvy & Mather - talks about what it was like working with him – and whether he really was one of the original "Mad Men
• the most awarded direct marketing copywriter in the world – and author of an excellent book – talks about his simple formula for success
• The founder of a £25 million a year collectibles business talks about what’s worked for him …
• and many more.....

What we post will depend entirely on what we think might interest you, but no doubt you will have some ideas too … So tell us what you think. And, if you liked this, don't forget to tell your friends.

You can text BIRD to 88802 to get further information on new clips, or fill in the form below.