Wow, I can see why Ogilvy is a legend. He would have conquered the Internet world.
@NunaDeezАй бұрын
Well, Ogilvy is still one of the biggest advertising agencies to this day
@yonis-kin79668 ай бұрын
Seems like the old sport was more The smitten With his profession Imagine wat he Would have said About the the Internet
@blurbing5119 ай бұрын
Living in a country where Direct Response isn't a thing, or at least respected, this video keeps me going.
@jimayskie10 ай бұрын
wow that was 16 yrs ago. Thanks for sharing this very insightful video❤
@makemoneyonline743511 ай бұрын
Today you'd need to change it to "Performance Marketers" and you'd be good to go
@redburtley6021 Жыл бұрын
I can only wish that his predictions had come true. Very few companies use direct-response advertising.
@WinstonSmithGPT3 ай бұрын
Literally the entire internet is direct response. 😂😂😂
@redburtley6021 Жыл бұрын
"You know it to a dollar" is etched into my brain permanently! Yay!
@GASSERGUY Жыл бұрын
He was my mentor. I loved his 'Ogilvy on Advertising' book. I followed it religiously back when it came out and still do in today's digital age. It is perhaps more true today than ever before. He taught me well. Thank you David.
@shaunrebello5129 Жыл бұрын
i would use it to clean my weed. it's a very practical book. Ogilvy in India is some tin tin level circumstances.
@juricasimunovic36193 ай бұрын
What an honour that must be.
@hughjanus5525 Жыл бұрын
“They’ve never written direct response, they’ve never tasted blood.” What a great line
@naniehurley Жыл бұрын
Isn’t it such a wonderful world we live in that we can hear his powerful words so many years later? Let them teach us his wisdom and let’s put pen to paper (or fingers to keyboard) and keep DR going!
@GraceEriksen Жыл бұрын
All copywriters and art directors need to remember his wise words: The purpose of advertising is to sell, not entertain. Even after all these years, we can learn so much from him (just add a healthy measure of Bill Bernbach's radical creativity to the mix).
@jabranehcini1674 Жыл бұрын
صلو على نبي الامة محمد خير الخلق صلى الله عليه و سلم
@WinstonSmithGPT3 ай бұрын
💩
@FesteTech Жыл бұрын
Hello. Help me please. Where he talk about big idea?
@SillyGoose20242 жыл бұрын
scuse me.....but do you have any grey poupon?
@timharry51682 жыл бұрын
...they've never tasted blood...the Cinderella lol.What a Gee
@timharry51682 жыл бұрын
Thanks
@manglyanzaw95412 жыл бұрын
From the Accelerated program, into here. Thanks AWAI.
@spencer18032 жыл бұрын
Very interesting, everything he does is intentional, even the intro where he says "I wish I were with you, but I'm in India" this is like an delta status statement used to position as an authority. Most people haven't been to India but think "wouldn't that be nice, Ogilvy must be doing something right"
@JulienMerat3 жыл бұрын
the last 30 secondes are very profund, emotional and incredible.. born in 1997 we are so so lucky, go launch facebook ads, google ads, long sales copy, on memorie on this legend
@maretov23 жыл бұрын
I remember when I first time played some games that way).. It was in 2010 and it was #cool)!
@ethelmermanus3 жыл бұрын
What a hack. And all of you who clicked Like.
@jayking31593 жыл бұрын
Beautiful
@sunnisukumar3 жыл бұрын
What a fantastic speech on direct-response vs general (or brand) advertising. Yet we still have this chasm today.
@jpthedio3 жыл бұрын
Wow. This has so much value.
@TheArtKartel3 жыл бұрын
Yes Ogilvy
@br17293 жыл бұрын
What year is this? Any way to pin that at the top for everyone’s reference? Thanks
@marioronci53384 жыл бұрын
im glad i converted to direct response i drank the kool aid of the generalised ad agencies for too long
@sunnibaerwalde97744 жыл бұрын
A brilliant "voice crying in the wilderness."
@patmalone25464 жыл бұрын
David Ogilvy was one of the greats. What a privilege to hear his voice and perspective on direct response.
@raysfonexchange4 жыл бұрын
' Originality....the most dangerous word in the lexicon of advertising ' Uffffff!
@soyjonarlopez4 жыл бұрын
Amazing
@thelaunchacademy5 жыл бұрын
What did I learn in the introduction to The Copywriting Course from AWAI? Benefits are a promise to the customer. So what's the strategy? Feature one prominent benefit and subordinate the rest.
@scottmartin81505 жыл бұрын
Stuff that in your pipe and smoke it you branding types.
@HIDlarissaTERRY5 жыл бұрын
So wonderful you create this Chanel, thank you.
@mldrake40525 жыл бұрын
Great stuff.
@keithcrawford37615 жыл бұрын
Thanks to AWAI to linking to this video, as a student of Marketing and Copy Writing, these lessons still matter, without sales you have no business
@khlebasmike5 жыл бұрын
Wow guys this is surreal. I'm feeling like a Tony Stark when he found a lost tape from his father sending a message to the future. I found that video in the right moment of my life and got a lot of answers from it. Thanks for posting it. And it's 100% true. Now we have Internet, more people and more money available + most marketers and business owners still sleeping on the power of the direct response copywriting
@whateverman27345 жыл бұрын
Pioneer as a VLOGGER as well!
@MustafaAbdulhusseinHatimali5 жыл бұрын
Brilliant Video.So much to learn.Whatever is said here is 100% True.Thank you AWAI for including this video in your course
@yonisali38795 жыл бұрын
"I wish I could be with you today in the flesh as they say unfortunately I am in India have ever being in India ? Very hot " The way he started and phrased that question "ever being in India" Anybody who has spent time doing market research over the phone whether it is b2b or house calls trying to get ppl to answer questions when all they wanna do is hang up Will very much appreciate how the old timer still kept hold of his old tools even at such advanced age .. I bet it got everybody who has being to or lived in India watching answering in their heads..
@yonis-kin79668 ай бұрын
💯
@naiamermaid96006 жыл бұрын
Sounds a little like the high chancellor in V for Vendetta
@theresalandry3716 жыл бұрын
I think there needs to be a better video made as this one is full of static
@dennisclark37596 жыл бұрын
In some ways, the static is a reminder of how long ago the video was made. I think he was born in 1900, so it is a good reminder of how much he was ahead of his time, a pioneer.
@lisagillette-martin22477 жыл бұрын
I love how passionately he speaks about the value of direct response. He was quite a dynamic man, and very inspiring. Thanks, AWAI, for including this video in the training materials!
@FaJeCliP7 жыл бұрын
To the 4 people who disliked this video: When David Ogilvy speakes, listen and agree. No much more to do
@Dmedelivers7 жыл бұрын
He was want of the front runners for sure.
@rodolforojas17627 жыл бұрын
Hello, someone knows what year is this video? which is the source?
@Etoainshrdly7 жыл бұрын
It was the late 1980s, although I don't recall which year. Ogilvy & Mather and what was then Ogilvy Direct had monthly screenings. David probably made this in his castle in France, called Touffou, for the troops. At this time, Ogilvy Direct was growing rapidly, while the general agency wasn't doing quite so well. There were resentments. Someone on what was then called the "general advertising" side might object that Direct was stealing "his" billings. At the same time, the general agency had strayed from some of David's principles. It's clear to see where David was coming out on this.
@quickbooksguru63068 жыл бұрын
The transcript loaded here is mostly useless. Here is a better one: Transcript: David Ogilvy I wish I could be with you today in the flesh, as they say, unfortunately I'm in India. Ever been in India? It’s very hot. If you don’t mind I’m going to take off my coat. You know in the advertising community today, there are two worlds, your world of direct response advertising and that other world, the world of general advertising. These two worlds are on a collision course. You direct response people know what kind of advertising works and what doesn't work, you know to a dollar. The general advertising people don’t know. You know the two-minute commercials on television are more effective, more cost-effective than ten second commercials or thirty second commercials. You know that fringe time on television sells more than prime-time. In print advertising, you know that long copy sells more than short copy. You know that headlines and copy about the product and its benefits sell more than cute headlines and poetic copy. You know to a dollar. The general advertisers and their agencies know almost nothing for sure because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means originality, the most dangerous word in the lexicon of advertising. They opine that thirty-second commercials are more cost-effective than two-minute commercials. You know they're wrong. In print advertising, they opine that short commercials sell more than long copy. You know they're wrong. They indulge in entertainment, you know they're wrong. You know to a dollar, they don’t. Why don't you tell them? Why don’t you save them their follies? For two reasons; first because you're impressed by the fact that they’re so big and so well paid and so well-publicized. You're even perhaps impressed by their reputation for creativity whatever that may mean. Second you never meet them. You inhabit a different world. But the chasm between direct response advertising and general advertising is wide. On your side of the chasm I see knowledge and reality. On the other side of the chasm, I see ignorance. You are the professionals. This must not go on. I predict that the practitioners of general advertising are going to start learning from your experience. They're going to start picking your brains. I see no reason why the direct response divisions of agencies should be separate from the main agencies. Some of you may remember when television people in agencies were kept separate wasn’t that idiotic? I expect to see the direct response people become an integral part of all agencies. You have more to teach them than they have to teach you. You have it in your power to rescue the advertising business from its manifold lunacies. When I was 25, I took a correspondence course in direct mail. I bought it out of my own pocket from the Dardnell Corporation in Chicago. Direct response is my first love and later it became my secret weapon. When I started Ogilvy & Mather in New York, nobody had heard of us. But we were airborne within six months and grew at record speed. How did we achieve that? By using my secret weapon, direct-mail. Every four weeks I sent personalized mailings to our new business prospects. I was always amazed to discover how many of our clients had been attracted to Ogilvy & Mather by those mailings. That was how we grew. Whenever I look at an advertisement in a magazine or newspaper I can tell at a glance whether the writer has had any direct response experience. If he writes short copy or literary copy it is obvious that he has never had the disciplines of writing direct response. If he has had that discipline, he wouldn't make those mistakes. Nobody should be allowed to create general advertising until he has served his apprenticeship in direct response. That experience will keep his feet on the ground for the rest of his life. You know the trouble with many copywriters and general agencies is that they don't really think in terms of selling. They've never written direct response. They've never tasted blood. Until recently, direct response was the Cinderella of the advertising world. Then came the computer and the credit card. And direct marketing exploded. You guys are coming to your own. Your opportunities are colossal. In the audience today, there are heads of some general agencies. I offer you this advice, insist that all your people, creative, media, account executives, that they're all trained in your direct response division. If you don't have such a division, make arrangements with a firm of direct marketing specialists to train your people. And make it a rule in your agency that no copy is ever presented to clients before it has been vetted by a direct response expert. Ladies and gentlemen, I envy you. Your timing is perfect. You’ve come into the direct response business at the right moment in history. You’re on to a good thing. For forty years, I've been a voice crying in the wilderness trying to get my fellow advertising practitioners to take direct response seriously. Today my first love is coming to its own. You face a golden future!
@ElninoHanif7 жыл бұрын
Thank you!
@alejandrojerez14925 жыл бұрын
...and I thank you, too!
@alejandrojerez14925 жыл бұрын
Awesome, ad person!
@elpiley5 жыл бұрын
Change direct response to digital and this works today.
@theftking5 жыл бұрын
Thanks, but note that the captions on this video are auto-generated by a computer, which struggles due to the dated audio quality. It's not like someone wrote them out and just got them super wrong. Regardless, good of you to post. You know you could add these to the video yourself if the creator enables the option? That would be best.
@CherylKohan4568 жыл бұрын
What a wonderful piece to illustrate the importance of direct marketing.
@lizajane10078 жыл бұрын
thank you AWAI, excellent video.
@sylviaharris88708 жыл бұрын
Thank AWAI for including this in the Accelerated Copywriting Program.This video made me feel that it is possible to make a living as a direct-response copywriter and that I will enjoy this stage of my life!
@tevincollier60176 жыл бұрын
sylvia harris hi I'm looking to take the course how has your success been with it?
@ralphreeves8224 жыл бұрын
@Badoat Lyf I started this course a week ago and honestly I'm hooked. So much information about the world of copywriting I never even knew that opened my eyes. Looking forward to learning the rest
@ralphreeves95513 жыл бұрын
Badoat Lyf will do!
@kennethbryant65953 жыл бұрын
Yes, I have also started my AWAI journey to become the best copywriter I can be. I need to remain positive and diligent to reach my dreams, which will be my biggest challenge. This old video has inspired me to stay focus and not to give up! It came at the right time for me. RIP Mr. Ogilvy
@kennethbryant65953 жыл бұрын
lol..I just realized I am writing under my sweet heart's account( typing on his computer)..I am Sammie76. He will be surprised if he starts getting replies through his phone :)...oh well..lol.
Пікірлер
Wow, I can see why Ogilvy is a legend. He would have conquered the Internet world.
Well, Ogilvy is still one of the biggest advertising agencies to this day
Seems like the old sport was more The smitten With his profession Imagine wat he Would have said About the the Internet
Living in a country where Direct Response isn't a thing, or at least respected, this video keeps me going.
wow that was 16 yrs ago. Thanks for sharing this very insightful video❤
Today you'd need to change it to "Performance Marketers" and you'd be good to go
I can only wish that his predictions had come true. Very few companies use direct-response advertising.
Literally the entire internet is direct response. 😂😂😂
"You know it to a dollar" is etched into my brain permanently! Yay!
He was my mentor. I loved his 'Ogilvy on Advertising' book. I followed it religiously back when it came out and still do in today's digital age. It is perhaps more true today than ever before. He taught me well. Thank you David.
i would use it to clean my weed. it's a very practical book. Ogilvy in India is some tin tin level circumstances.
What an honour that must be.
“They’ve never written direct response, they’ve never tasted blood.” What a great line
Isn’t it such a wonderful world we live in that we can hear his powerful words so many years later? Let them teach us his wisdom and let’s put pen to paper (or fingers to keyboard) and keep DR going!
All copywriters and art directors need to remember his wise words: The purpose of advertising is to sell, not entertain. Even after all these years, we can learn so much from him (just add a healthy measure of Bill Bernbach's radical creativity to the mix).
صلو على نبي الامة محمد خير الخلق صلى الله عليه و سلم
💩
Hello. Help me please. Where he talk about big idea?
scuse me.....but do you have any grey poupon?
...they've never tasted blood...the Cinderella lol.What a Gee
Thanks
From the Accelerated program, into here. Thanks AWAI.
Very interesting, everything he does is intentional, even the intro where he says "I wish I were with you, but I'm in India" this is like an delta status statement used to position as an authority. Most people haven't been to India but think "wouldn't that be nice, Ogilvy must be doing something right"
the last 30 secondes are very profund, emotional and incredible.. born in 1997 we are so so lucky, go launch facebook ads, google ads, long sales copy, on memorie on this legend
I remember when I first time played some games that way).. It was in 2010 and it was #cool)!
What a hack. And all of you who clicked Like.
Beautiful
What a fantastic speech on direct-response vs general (or brand) advertising. Yet we still have this chasm today.
Wow. This has so much value.
Yes Ogilvy
What year is this? Any way to pin that at the top for everyone’s reference? Thanks
im glad i converted to direct response i drank the kool aid of the generalised ad agencies for too long
A brilliant "voice crying in the wilderness."
David Ogilvy was one of the greats. What a privilege to hear his voice and perspective on direct response.
' Originality....the most dangerous word in the lexicon of advertising ' Uffffff!
Amazing
What did I learn in the introduction to The Copywriting Course from AWAI? Benefits are a promise to the customer. So what's the strategy? Feature one prominent benefit and subordinate the rest.
Stuff that in your pipe and smoke it you branding types.
So wonderful you create this Chanel, thank you.
Great stuff.
Thanks to AWAI to linking to this video, as a student of Marketing and Copy Writing, these lessons still matter, without sales you have no business
Wow guys this is surreal. I'm feeling like a Tony Stark when he found a lost tape from his father sending a message to the future. I found that video in the right moment of my life and got a lot of answers from it. Thanks for posting it. And it's 100% true. Now we have Internet, more people and more money available + most marketers and business owners still sleeping on the power of the direct response copywriting
Pioneer as a VLOGGER as well!
Brilliant Video.So much to learn.Whatever is said here is 100% True.Thank you AWAI for including this video in your course
"I wish I could be with you today in the flesh as they say unfortunately I am in India have ever being in India ? Very hot " The way he started and phrased that question "ever being in India" Anybody who has spent time doing market research over the phone whether it is b2b or house calls trying to get ppl to answer questions when all they wanna do is hang up Will very much appreciate how the old timer still kept hold of his old tools even at such advanced age .. I bet it got everybody who has being to or lived in India watching answering in their heads..
💯
Sounds a little like the high chancellor in V for Vendetta
I think there needs to be a better video made as this one is full of static
In some ways, the static is a reminder of how long ago the video was made. I think he was born in 1900, so it is a good reminder of how much he was ahead of his time, a pioneer.
I love how passionately he speaks about the value of direct response. He was quite a dynamic man, and very inspiring. Thanks, AWAI, for including this video in the training materials!
To the 4 people who disliked this video: When David Ogilvy speakes, listen and agree. No much more to do
He was want of the front runners for sure.
Hello, someone knows what year is this video? which is the source?
It was the late 1980s, although I don't recall which year. Ogilvy & Mather and what was then Ogilvy Direct had monthly screenings. David probably made this in his castle in France, called Touffou, for the troops. At this time, Ogilvy Direct was growing rapidly, while the general agency wasn't doing quite so well. There were resentments. Someone on what was then called the "general advertising" side might object that Direct was stealing "his" billings. At the same time, the general agency had strayed from some of David's principles. It's clear to see where David was coming out on this.
The transcript loaded here is mostly useless. Here is a better one: Transcript: David Ogilvy I wish I could be with you today in the flesh, as they say, unfortunately I'm in India. Ever been in India? It’s very hot. If you don’t mind I’m going to take off my coat. You know in the advertising community today, there are two worlds, your world of direct response advertising and that other world, the world of general advertising. These two worlds are on a collision course. You direct response people know what kind of advertising works and what doesn't work, you know to a dollar. The general advertising people don’t know. You know the two-minute commercials on television are more effective, more cost-effective than ten second commercials or thirty second commercials. You know that fringe time on television sells more than prime-time. In print advertising, you know that long copy sells more than short copy. You know that headlines and copy about the product and its benefits sell more than cute headlines and poetic copy. You know to a dollar. The general advertisers and their agencies know almost nothing for sure because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means originality, the most dangerous word in the lexicon of advertising. They opine that thirty-second commercials are more cost-effective than two-minute commercials. You know they're wrong. In print advertising, they opine that short commercials sell more than long copy. You know they're wrong. They indulge in entertainment, you know they're wrong. You know to a dollar, they don’t. Why don't you tell them? Why don’t you save them their follies? For two reasons; first because you're impressed by the fact that they’re so big and so well paid and so well-publicized. You're even perhaps impressed by their reputation for creativity whatever that may mean. Second you never meet them. You inhabit a different world. But the chasm between direct response advertising and general advertising is wide. On your side of the chasm I see knowledge and reality. On the other side of the chasm, I see ignorance. You are the professionals. This must not go on. I predict that the practitioners of general advertising are going to start learning from your experience. They're going to start picking your brains. I see no reason why the direct response divisions of agencies should be separate from the main agencies. Some of you may remember when television people in agencies were kept separate wasn’t that idiotic? I expect to see the direct response people become an integral part of all agencies. You have more to teach them than they have to teach you. You have it in your power to rescue the advertising business from its manifold lunacies. When I was 25, I took a correspondence course in direct mail. I bought it out of my own pocket from the Dardnell Corporation in Chicago. Direct response is my first love and later it became my secret weapon. When I started Ogilvy & Mather in New York, nobody had heard of us. But we were airborne within six months and grew at record speed. How did we achieve that? By using my secret weapon, direct-mail. Every four weeks I sent personalized mailings to our new business prospects. I was always amazed to discover how many of our clients had been attracted to Ogilvy & Mather by those mailings. That was how we grew. Whenever I look at an advertisement in a magazine or newspaper I can tell at a glance whether the writer has had any direct response experience. If he writes short copy or literary copy it is obvious that he has never had the disciplines of writing direct response. If he has had that discipline, he wouldn't make those mistakes. Nobody should be allowed to create general advertising until he has served his apprenticeship in direct response. That experience will keep his feet on the ground for the rest of his life. You know the trouble with many copywriters and general agencies is that they don't really think in terms of selling. They've never written direct response. They've never tasted blood. Until recently, direct response was the Cinderella of the advertising world. Then came the computer and the credit card. And direct marketing exploded. You guys are coming to your own. Your opportunities are colossal. In the audience today, there are heads of some general agencies. I offer you this advice, insist that all your people, creative, media, account executives, that they're all trained in your direct response division. If you don't have such a division, make arrangements with a firm of direct marketing specialists to train your people. And make it a rule in your agency that no copy is ever presented to clients before it has been vetted by a direct response expert. Ladies and gentlemen, I envy you. Your timing is perfect. You’ve come into the direct response business at the right moment in history. You’re on to a good thing. For forty years, I've been a voice crying in the wilderness trying to get my fellow advertising practitioners to take direct response seriously. Today my first love is coming to its own. You face a golden future!
Thank you!
...and I thank you, too!
Awesome, ad person!
Change direct response to digital and this works today.
Thanks, but note that the captions on this video are auto-generated by a computer, which struggles due to the dated audio quality. It's not like someone wrote them out and just got them super wrong. Regardless, good of you to post. You know you could add these to the video yourself if the creator enables the option? That would be best.
What a wonderful piece to illustrate the importance of direct marketing.
thank you AWAI, excellent video.
Thank AWAI for including this in the Accelerated Copywriting Program.This video made me feel that it is possible to make a living as a direct-response copywriter and that I will enjoy this stage of my life!
sylvia harris hi I'm looking to take the course how has your success been with it?
@Badoat Lyf I started this course a week ago and honestly I'm hooked. So much information about the world of copywriting I never even knew that opened my eyes. Looking forward to learning the rest
Badoat Lyf will do!
Yes, I have also started my AWAI journey to become the best copywriter I can be. I need to remain positive and diligent to reach my dreams, which will be my biggest challenge. This old video has inspired me to stay focus and not to give up! It came at the right time for me. RIP Mr. Ogilvy
lol..I just realized I am writing under my sweet heart's account( typing on his computer)..I am Sammie76. He will be surprised if he starts getting replies through his phone :)...oh well..lol.