205-202-1755 shawn@shawnwright.net

Blog

Marketing and Productivity Insights
Ogilvy on Advertising, a look back

Ogilvy on Advertising, a look back

My graduation from art school coincided with the publication of David Ogilvy’s book Ogilvy on Advertising. It was a must-have book at the time and has been on my shelf ever since. The advertising landscape has changed dramatically in the years since its first publication, and it has been years since I picked up the book and read it.

This morning in my inbox was an email of recommendations from Amazon Prime. Among the books listed was Ogilvy on Advertising. It got me thinking, would anyone be able to use it today?

I had always wanted to be my own boss, so the first chapters of the book appealed to me. The chapters “How to run and advertising agency” and “How to get clients” were helpful to me even though my clients would never be Rolls-Royce, Hathaway Shirts and Schweppes.

Later chapters discuss the secrets in B2B advertising, direct mail, cause advertising, research and more. There is information that is as relevant today as it was decades ago. You see, David Ogilvy was a writer and he was focused on the story, how to convince you to buy his product or sign up for his offer. As he states in the overture, “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” The more things change, the more they stay the same.

The way we market to individuals is different than back in Ogilvy’s days, but the information in the book still hold up and can be applied to new ways of presenting it. I fully believe that David Ogilvy would be an inbound marketing rock star if he were alive today.

My favorite part is Chapter 20 “I predict 13 changes.” Here are a few of my favorites.

  • There will be a renaissance in print advertising
  • The clutter of commercials on television and radio will be brought under control
  • Candidates for political office will stop using dishonest advertising

Great advertising man, not so great futurist.

My recommendation is that you add this book to your reading list. Buy the book, buy a used copy if you don’t want to spend much money. If you are working at an agency, head to the office of any of the baby-boomers (yes, they still exist at agencies) and see if they have it on their shelf. Try and borrow it without being regaled with stories of the past. It’s an easy read, and there is still great information you can use.

How the Kindle made me a better reader

How the Kindle made me a better reader

The Guardian website posted an interesting article titled “How eBooks lost their shine: ‘Kindles now look clunky and unhip.” It seems that in the past few years, the sales of ebook readers have declined while sales of traditional paper books have increased. The article by Paula Cocozza goes on to state that “books have become celebrated again as objects of beauty. They are coveted in their own right, while ebooks, which are not things of beauty, have become more expensive; a new digital fiction release is often only a [dollar] or two cheaper than a hardback.”

She’s right. A printed book is a wonderful object to have. As someone who grew up as a print designer, I for one can geek out on paper selection, how it was bound, the cover design and even the endpaper that hold the cover to the rest of the book. The books look awesome on my shelves where I proudly store them after I read them.

One of my favorite books is Moby Dick, an edition produced by Barnes and Noble in 1994. It is beautifully bound and has some excellent scratchboard illustrations by Mark Summers. It looks as good today as it was when purchased 20+ years ago because I have never read it.

You see I am not a great reader. It’s not that I have any reading deficiencies, I just read slowly. I read every word, and sometimes I go back and read the page again because I realize that I was day dreaming. When I was in school, the thought that I would have to read multiple books during the semester terrified me. I never knew if I would ever finish in time. I love reading books, but I have never been able to lose myself in hours of reading. There are too many other things I would rather be doing. Reading is for the times in between.

One thing you find out when you leave school is that you still need to learn. In my case, I needed to keep up with changes in technology and to help grow my business. I needed to acquire new skills and learn about management and leadership. I didn’t get my MBA, but I still needed the skills taught at business school. I needed to learn on my own, and for that, I needed to read.

I made a decision to make reading a bigger part of my life for both business and pleasure. Most of my reading time is just before I go to bed and I am usually in bed. I also read on vacation, while traveling and camping. I get tired of dragging books with me on these trips. I couldn’t take just one, what I wanted was three or four to choose from depending on my mood. At home, a big book like Moby Dick was not going to get read. A pet peeve of mine is holding up a big unwieldy book in bed. That may be a lazy excuse, but it kept me from reading.

The first Kindle book I bought was The Secret Life of Houdini. I downloaded it to my in March 2009. I wanted to see if I could read it on my iPhone. It sounded like a great idea. What a mistake. The constant scrolling made the book unreadable. While a good book, I have to this day I never finished it. I went on to purchase other Kindle and iBook e-books to read on my iPad and half-heartedly tried to keep reading e-books. This was fine, but the experience was never better than reading a traditional book. On the iPad, I was always going down a rabbit hole to find out about something that was in the book. I would make a quick trip to Google, and before I knew it I was watching funny animal videos posted on Facebook. Having access to email and the internet was a problem.

What I needed was a device that was dedicated to the book and wouldn’t let me go down a rabbit hole. I needed something that I could read in the daytime and nighttime. I also wanted a something that had great battery life. I wanted something portable like my iPad. I knew I needed a Kindle and it was time to give it a try.

If you aren’t familiar with a Kindle it is a device produced by Amazon as a way to sell more of their books. There are four different versions with different price points. I chose the Kindle Paperwhite and added a protective cover.

The Pros of the Kindle are:

  • Battery lasts weeks
  • Holds thousands of books
  • Can download books by wifi
  • Screen is readable in most any light
  • Small and portable.

The Cons of the Kindle are:

  • Feels like the technology is from the 1990’s
  • Most ebooks cost the same or more than the printed version
  • Images in the books are low resolution and hard to see

Now that I have had the Kindle for awhile I have finally become a reader. I load up the Kindle with books that I want to read, all of them. If I find a deal on an interesting e-book, I buy it and download it to read later. I upload manuals that I may need and for courses I teach. I can upload long-form blog posts for later reading as well.

If you noticed earlier in the story I mentioned I read on campouts. I am heading to Boy Scout summer camp for a week in July. Kicking back in a chair, in the woods under the trees is a great time to read, in between naps that is. I can take all my books with me in a device that will not run out power before I get home. It’s small and can go in my daypack.

If you want to start using a Kindle, I have a few recommendations:

  • Sign up for the newsletters from Amazon about book deals. You can find them for a couple of dollars. When you see one you are interested in, buy it and load it for when you are ready to read it.
  • Sign up with BookBub for daily emails on free and discounted ebooks.
  • Add books you are interested reading into Amazon’s wish list. I have a wish list just for books. This is the first place I go to when I am looking for something new to read. If they one of them goes on sale I usually get a notice.

If books are your thing and you don’t want to switch to ebooks then I have a suggestion for you. When shopping on Amazon, look below the Hardcover or Paperback options. You will see something like “26 Used from $1.99.” If you are not looking for that untouched copy of Moby Dick, then you can find some used books in fantastic shape at much lower cost than new. I buy art and photography books this way and have yet to be disappointed.

One of my favorite phrases is “Out of sight, out of mind.” I use this about advertising your company, finding new clients or getting a new job. If they don’t see you, when they need to make a hiring or appointing decision, they won’t think of you. I see books the same way. If they are in a stack by the side of my bed I won’t think about reading them until it’s too late at night. If they are in a portable device in my daypack I can sit down and read anywhere, and all of my books will be right there.

eBooks may be losing their shine, and yes, they are clunky and unhip. But eBooks and the Kindle have helped me to finally become a reader.

Favorite posts from from first of May 2015 – Millennial Edition

Favorite posts from from first of May 2015 – Millennial Edition

Here are my favorite posts from the first half of May 2015. This one is all about Millennials. These are generally people born in the early 1980’s to the early 2000’s. If you work at a large company, then all those employees in their twenties and early thirties are millennials.

It seems like I have entered that age where all my contemporaries have started to complain about Millennials. Never mind that their own parents complained about us. As each generation tries to shove the ones after into peg holes, we tend to generalize and repeat misinformation. With that in mind here is a great article, “Enough Already About The Job-Hopping Millennials.”
http://53eig.ht/1IH9mZQ

I never understood the need to wear a suit if you never ran into a customer or client. I worked at a couple of large companies and men would put their suit jackets on in the parking lot. Walk to their desk and remove the jacket. The only time the jacket was worn again was when this process was reversed at the end of the day. “With the Rise of the Millennial Comes the Fall of the Suit.” It’s about time. But, there is a time for a suit, it may be the key to getting a new client or landing a new job.
http://linkd.in/1EerySH

And who doesn’t love an infographic. Check out this one called “Enough hype, what’s the truth about millennials.”
http://bit.ly/1cL2bSA

And a post on millennials would not be complete without a stereotypical photo of someone checking their phone and drinking coffee. Photo is from Pexels.com and is licensed under Creative Commons Zero.

Favorite posts from the end of March 2015

Favorite posts from the end of March 2015

I have still been consuming a lot of content but I got a little slack on posting my favorites. Here are some of my favorites over the last month or so.

This pretty much sums up how I work. “Jack of All Trades (with a Network).”
http://bit.ly/1HpRY7q

Zapier and IFTTT are two great automation sites. Using them, you can get your different online channels to automatically work together. That description doesn’t do the process justice but “The Big List of Zapier Hacks for Marketers” will help you get started.
http://bit.ly/1BIpEbu

I like to write but it has not always come naturally to me. It took years to find my own voice. When I run into writers block I tend to shut down. “How to Overcome Writer’s Block: 14 Tricks That Work” has some great tips to help you, and me, get back on task.
http://bit.ly/1ycqkWr

I hope you find these favorite weekly posts helpful. Follow me online to see more posts throughout the week.

 

This weeks photo is by Logan Troxel available at Unsplash.com. I believe it is the St. Louis Arch. The composition really caught my eye and I wanted to share with you.

Pin It on Pinterest