The first lesson of an advertiser: Confessions of an Advertiser by david ogilvy.

After reading it for the third time, I found many basic truths that my ancestors have already said. But then I made mistakes again and again at work.

This time, summarize what Grandpa said in the book, draw the key points and take notes carefully.

Ogilvy & Mather's original intention in writing this book is to attract business for the company, pave the way for listing, and improve its popularity in the circle. This book has achieved these three points.

Calling himself "an idiot who is nothing but advertising". Ogilvy & Mather "is the only advertising company in the world that really has a corporate culture", the old man said:

"We are determined to make it a good place to work.

We treat our people as human beings. We help them when they are in trouble.

We try our best to let them develop their talents and invest a lot of time and money in training-just like an internship hospital.

Our management system is unique and democratic.

We like people with elegant manners.

......

We like reports and newsletters to be well written, easy to read and short, and we are opposed to pretending to be academic. "

Among them, the famous "golden sentence":

"Why don't we sell.

Consumers are not imbeciles. She is your wife, don't insult his IQ.

Don't post advertisements that you don't want your family to see. "

Four crisis problems faced by advertising industry:

1, discount promotion is a kind of medicine: brands spend twice as much money on discount promotion as advertisements. Get sales at a discount instead of building a strong brand through advertising. Anyone can promote sales, but it takes brains to build a brand. It is impossible to establish an indestructible image by promotion. Only by establishing an indestructible image can a brand become a part of people's lives. Brands should not focus on budgeting from agency fees, but should concentrate on making communication bring more sales effects. No brand gets rich by deducting the remuneration of agents. Peanuts are thrown to attract monkeys.

2, advertising is not avant-garde art: a day's work, a lifetime's work.

3. The emergence of exaggerators: Look at Ogilvy's hostile takeover here.

4. Repeat the same mistake: "Don't make negative typesetting!" Many basic principles summed up for a long time, and now a large number of practitioners are still making mistakes.

As a "creative master" who started as a researcher, valuable experience:

1. Creating a successful advertisement is a craft, partly by inspiration, but basically by knowledge and diligence.

2. The difference between one advertisement and another is measured by the scale of sales force, which may be 19: 1.

Study the product before writing the advertisement.

The key to success is to promise benefits to consumers.

The duty of most advertisements is not to persuade people to try products, but to persuade them to use products more frequently in their daily lives.

6. Most advertising schemes are too complicated and reflect too many goals, trying to cater to the different views of too many account executives. Trying to cover too many things will accomplish nothing.

The principle of operating an advertising company is the same as that of other institutions engaged in creative business.

The knowledge of being a chef at the Mickey Hotel in Paris became the experience of managing Ogilvy & Mather later. What I learned at Mickey Hotel:

Seeing the big scene can enhance the sense of mission. This sense of mission is very inspiring.

Strictly abide by service standards.

The kitchen is required to be clean and tidy every day, and then the staff is strictly required to keep the desktop clean and tidy. A messy office will give people a lazy atmosphere.

If you make customers feel that you are indispensable, you will keep your job forever.

The most important duty of the Supreme People's Congress is to create an atmosphere in which creative talents can be used.

Genius is most likely to be found in those who are not bound by rules and regulations, have unique opinions and are slightly rebellious.

Creative people rarely have bland personalities, but most of them are short-tempered, self-centered and unpopular in modern companies.

Recruitment requirements when the company is established:

"For a while, I needed to work overtime and my salary was below average. We need energetic young people, people who are used to flattery but not flattery. Seek people with brains and culture. "

Then I listed the five customers I want to win most: General Foods, Shell Oil, Bristol-Meyer, Gump Canning and Oliver Brothers.

In order to win customers and make Ogilvy stand out among 3000 competing companies, Ogilvy has done the following: create a brand.

1. Invite the reporters of the industry special issue to have lunch. Listen to their opinions, keep in touch and publish the company's dynamics.

2. Make no more than two speeches a year, but make as much noise as possible every time.

3. Keep in touch with advertisers and make friends. Let the other party see that it may be useful for business and enhance the reputation of the company.

4. Distribute the progress report of our company to 600 people in various industries. A series of letters made customers trust Ogilvy and helped Ogilvy get customers at first.

At first, I tried to attract customers as much as possible. However, we still focus on five target customers, and build the company and brand with negligible profits, hoping to attract attention.

Wholehearted service: once you win customers, you can't be careless. You spend other people's money, and the fate of the company is often in your hands.

No advertising company can afford to work for free.

Stay free and learn to give up: I never want to take that kind of big, big customer, because once I lose it, I can't afford the consequences. If you do this, you will have to live in fear from the first day of service. If you lose the courage to speak frankly, you will become a humble slave.

Control the rhythm: rapid growth will force us to put new employees into work before training, and also make excellent talents change from serving old customers to planning for new customers.

Criteria for selecting customers:

Our customers' products must be something we are proud of. Why advertise products you don't like? It is bound to fail.

We won't accept the client's employment unless we are sure that we will do better than his previous advertising company.

Decline customers whose product sales have been declining for a long time. No matter how eager you are to get customers, you should restrain yourself.

You can't bankrupt yourself because of over-serving customers, and you can't lose business because of reckless service.

Understand the real reason why the customer changes advertising company, and confirm whether you can get along well with him before accepting the customer.

Customers who refuse to regard advertising as a marginal factor. Other budgets are in short supply, so we have to make an idea on advertising fees.

Don't accept new products that have not been tested in the laboratory. The risk is unbearable.

Don't "associate" customers, there are too many goals and less money.

Hire talented people, but don't involve customers.

If more than four advertising companies participate in the competition for high-quality customers, they will avoid it. The traditional way to win favor is to hold many lengthy meetings and let your time run out in endless meetings. And there are more other things to do-to provide high-level services to existing customers.

Show your weaknesses frankly to your customers. Win trust.

In the advertising business, the participation of new customers is very irregular. The solution is to draw up a target customer list in advance and then develop it according to your own situation. This is the plan. )

Ways to reduce customer churn:

Use the best talents to serve existing customers, and don't be scattered in chasing new customers.

Don't appoint sloppy and unfriendly people as account managers.

Avoid customers who repeatedly quit advertising companies.

Keep in touch with customers at all levels.

Adopt a reserve policy. When customers adopt an advertising plan, develop another backup plan. It may lose profits and increase work intensity, but it can extend the employment time of customers.

From the customer's point of view, look at the problem with their eyes and buy their stocks. Fully understand the company's situation and better put forward useful opinions.

Use the customer's products.

Only by establishing a solid relationship with customers at all levels can we expect to represent this customer for a long time. This relationship is not limited to account managers.

Get into the habit of meeting customers when it is calm, so as to establish a harmonious relationship that can save lives when it is stormy.

The result of not accommodating and tolerating customers may be that the company's creative reputation is damaged, and this creative reputation is the most precious wealth. It is not worthwhile to please and accommodate customers on major strategic issues.

Some proposal skills:

Don't use a few people to propose a plan. When a person finishes speaking, it will not annoy the audience the least. He should be the most convincing defender, fully aware of all the situations and able to withstand repeated questions.

Write a proposal in the most fluent style, avoid affectation and use irrefutable facts.

This proposal should attract everyone's attention. When reading aloud, don't leave a one-word manuscript to print out and distribute to everyone. The trick is that you can touch your senses from both listening and seeing. If what your eyes see is different from what your ears hear, you will feel confused and distracted.

Before we begin, let's talk about some truth that is not questioned, and then talk about those controversial conclusions after the audience is familiar with it.

Advertiser:

If you are too thin-skinned to stand the ravages, don't be an account manager in an advertising company.

Don't lose the ability to judge problems and become an errand boy.

What kind of customers, what kind of advertisements.

15 customer suggestions

Eliminate the fear of advertising companies. You can't create a good advertisement in a tense environment.

Choose the right advertising company, please understand the current situation of the industry and recommend it by people with judgment. Ask the customers who recommend the advertising company, then have dinner with the key people and talk openly. Non-competitive demonstration.

Introduce your situation to the advertising company completely and thoroughly.

Don't compete with your advertising agency in the creative field. It will inevitably make excellent creators lose their inspiration.

Cherish outstanding talents.

Don't let layers of organizations interfere with your advertisement.

Make sure your advertising company is profitable, or you won't send first-class talents to serve you.

Don't bargain with your advertising company.

Honesty, encouragement and frankness.

Set high standards

Everything has been tested.

Urgent efficiency.

Don't waste time on defective products.

Don't let the advertising budget be stretched. On the low side, it is difficult to achieve the goal.

What is a good advertisement? Sell your product without attracting public attention. The attention of the object of advertising appeal should be on the product.

A good advertisement should be seen by the target audience, and the response should be: "I haven't heard of it, let me try" instead of "What a good advertisement!"

Hiding skills are an accusation against advertising companies.

There are 1 1 commandments to follow when working in an advertising company:

The content of an advertisement is more important than the expression. It is the content of the advertisement that determines the consumer's purchase, not the form of the advertisement. It is extremely important to choose the right commitment (selling point RTB) and verify it by scientific methods.

If the basis of advertising is not excellent creativity, it will fail.

To tell the truth, consumers are not imbeciles. Don't think that simple slogans can fool you.

Boring advertisements can't make people buy things.

Be polite, but don't pretend. People will not buy things from rude salesmen, nor will they be moved by bad advertisements.

Modernize your advertisement.

The Committee can criticize advertisements, but it cannot write advertisements.

If you are lucky enough to create a good advertisement, try to use it again and again until its appeal weakens.

Never write an advertisement that you don't want your family to see.

95% of the advertisements in the brand image market lacked long-term planning and were rushed out. Therefore, no specific image has been established for the product year after year. For a manufacturer, it is a miracle to maintain the consistency of advertising for a long time (China National Welfare Center). The glittering trophy will only be awarded to advertisers who have the foresight and perseverance to create a harmonious image. It is extremely easy to change advertisements at will, but it really takes courage to stick to a unified style in the face of pressure. No matter what advertising you do, it is not a once-and-for-all thing, but a long-term investment in brand personality. Manufacturers who are committed to establishing a distinctive personality for their own brands through advertising will gain a greater share and profit in the market.

Chapter VI How to Write Effective Copywriting

Behavior pattern of quick success and instant benefit:

Ambitious but not aggressive.

Don't be lazy and don't be content with a little knowledge.

A great opportunity is a precious opportunity. Identify it and catch it. A successful career is often based on such sudden single-handedness and hard work.

Advice to account managers:

The way to enter this industry is mostly to test account managers, but it is much harder for account managers to become famous than professionals.

Sooner or later, customers will oppose you because of various problems, but don't be discouraged.

Become a marketing expert, not a mouthpiece.

Be patient: No matter how hard you work and how knowledgeable you are, you can't represent the company to the customer decision-making level before the age of 35.

Good at sales promotion: A good senior account manager should be able to make high-quality suggestions. Words must be rigorous and fluent, stories should be vivid and to the point. Learn from past masters, observe the suggestions of accomplished experts, and learn narrative skills to make your narrative vivid and organized.

Think of yourself as a member of customers, make friends, don't despise hostile customers, and become the opposite of customers.

There are patterns and principles: small things make glorious concessions, and big problems persist in struggle.

Professional ethics: don't discuss customers' affairs in public.

In the face of personalized advertisers, preaching is not welcome, and communication between colleagues can be negotiated tactfully in private.

Honesty is a frank, objective and rational quality, and it is an essential quality for professional advertisers. Be able to admit your mistakes in front of customers and colleagues.

Able to write internal documents fluently. Express your views clearly.

Cultivate your hobbies, study hard in your favorite fields, make yourself an expert on problems, and stick to the output. When you become an expert on these issues, you can rise to the top.

Struggle forward, but be careful not to go astray.

"I am poor and rich tonight. But please believe me, having money is the most wonderful thing. "

The guarantee of the advertising industry is much lower than that of other occupations, and we should try our best to make the expenditure lower than the income before we can endure the cause for a period of time. Don't miss investment opportunities.

Life security is a serious problem faced by advertisers.

Make good use of your holiday.

Read a book every day. "A book club every month" (reading 1000 words per minute)

President Roosevelt: "Don't be president, be an advertiser."

The word "the source can't be tested" has become the chicken soup for advertisers all their lives.

Are advertisements vulgar and boring?

Inadvertent typesetting, inferior photos, complicated copywriting and vulgar advertising songs are more annoying than obscene content in advertisements. Appearing in newspapers and magazines may be ignored, but it is inevitable on TV. This kind of advertisement will make people angry to the extreme.

Will advertising impose inferior quality on consumers?

Difficult to write, although the customer persuaded the consumer to buy, but only once.

You can lure people to buy it once by advertising, and in turn you will be called a liar.

The quickest way to destroy an inferior brand is to promote it in the most positive way, and people will see through its inferiority at the same speed.