They say if there is a will to do something, there are numerous ways to achieve the same. Every person has different values and he/she must take relevant routes to accomplish their desired goals. However, hard work is the most necessary path on which every success-seeking person must travel. But, you must also keep in mind that success does not come overnight and you need to be extremely patient and determined to get going even during the toughest of times. Even when the shadow of procrastination eclipses your path, you should light up the torch of productivity to reach the end of the tunnel. You may never know what is waiting for you. Even Apple Inc. started its business operations from a garage and Bob Dylan’s first album was a flop. Here we present 8 tips to overcome procrastination. Take a step forward and you will praise yourself in future.
They say if you want to be an expert professional, better learn from those who have already excelled in your field. And when it comes to marketing and advertising, no one can be a better mentor than the ‘Father of Advertising’, as David Ogilvy is referred to by the researchers. In 1962, the Time magazine labelled Ogilvy as the most important personality in the field of international advertising.
What made Ogilvy such a successful figure? We have analysed his works and philosophies and figured out the fundamentals of marketing that you can too apply to your essay writing process. But before that let us go through his life, upbringing and his travel to the United States, which played an important role behind his success.
David Ogilvy: the beginning
Ogilvy, an Englishman in origin was born on 23 June 1911 at West Horsley. He completed his formal education at Fettes College and then he went to Oxford- later leaving the place without completing his graduation. He then moved to Paris, France to work at a kitchen (of Hotel Majestic). There he learned an important lesson that he had shared with the world later in his life. He said that knowing when to move away from a particular scenario is an art, which must be developed for the overall welfare and success of any being. After completing his course in Paris, he returned to England where he earned his livelihood selling cooking stoves. He relied on door-to-door sales for getting his work done. Ogilvy’s fortune changed when he migrated to the USA in 1938. 10 years later, in 1948, Ogilvy attempted to make his mark by founding ‘Hewitt, Ogilvy, Benson and Mather’ (later came to be known as ‘Ogilvy and Mather’), an advertising agency based in New York.
Achievements of the Ad Man
Those who knew David called him the ‘original mad man’ who can go far from his comfort zone for making his campaigns successful. Among the assignments that he worked on; as the chairperson of ‘Ogilvy & Mather’ included Lever Brothers, American Express, General Foods, Shell and many more big companies such as the Rolls Royce. Over his course as a professional advertiser, Ogilvy received numerous international recognitions. He was made a commander of the British Empire in 1967, based on his extensive contribution to the field of advertising. The ad man was also included to the US Advertising Hall of Fame and the French Order of Arts and Letters in 1977 and 1990, respectively.
Teachings of the pioneer
Over the years during the reign of David Ogilvy, he had commented on different advertising and marketing aspects. Those advices were considered extremely valuable during that time. Even today, when the advertising world has changed largely, modern advertisers refer to Ogilvy and his teachings for preparing successful campaigns. In short, Ogilvy’s teachings are timeless and students can take advantage from his wisdom.
Here we discuss the teachings of David Ogilvy that you can implement in your career as well.
- On creating content
In most cases, copywriters aim to connect to a large group of audience through a single piece of document. According to Ogilvy, this mistake can affect your sales. Ogilvy stated that when reading a document, the reader is all alone and it is the writer’s sole responsibility to be private with the audience. He must be talking to the latter personally, which increases the chances of sales.
David Ogilvy had written a memo for all the advertising executives at the different global branches of his company. There he pointed out the fundamentals that a copywriter must keep in mind before creating marketing content. They are:
- Recognise the audience
- Figure out the way your customer thinks
- Find out what he desires
- On presentation
Ogilvy was a great advertiser because he understood how to present his ad copies. David emphasised on the importance of a headline for making a story attractive. He said that a person is five times more likely to decide whether to buy a product just by reading its headline as compared to reading the entire body. In the busiest century in history (21st), this insight from the father of marketing cannot be avoided if you want to gain customer attention.
Here are few headlines written by Ogilvy during his lifetime:
- “At 60 miles an hour the loudest noise in this new Rolls Royce comes from the electric clock”
- “How to tour the USA for £35 a week ”
- “It’s a mutiny to mix a Gin and Tonic without Schweppes!”
- On persuasion
Ogilvy states that persuading your customer is largely dependent on the words and language you use for writing your ad copy. He preferred to research the various aspects of his client base on how they talked and what they talked, which enabled Ogilvy to connect better with them and in the end, make a sale. You can too, use certain terminologies to attract your professor and prove your assignment to be relevant to your education program. According to David, there are certain fundamentals that a copywriter must keep in mind for mastering the art of persuasion. They are:
- Extensive research about the customer’s preference
- Information strengthens the chances of persuasion
- Answer questions that none of your competitors one answer
- Make the ad copy look less like one. Instead, make it look more like an editorial. This will lead the reader to stop and read the document.
During his course as an advertising professional, David Ogilvy had played an important role behind the success of different brands that have later gained popularity on the world stage. We hope these evergreen insights from the greatest advertiser of all time will be helpful. The next time you are working on your MBA assignments, use the wisdom for persuading your professor to offer you better grades. Always remember the following statement,
“If you can’t advertise yourself, what hope do you have of advertising anything else?”
– David Ogilvy
Archimedes’s Eureka is not the only exclamation of a great idea generated; people say all kinds of stuff when it comes to thinking of new ideas. It seems that there is a candyfloss machine within our brain that keeps producing clouds of bizarre ideas, and some of them actually turn out to be feasible at times!
Speaking of Archimedes, the story behind the circumstances when he said this legendary word is also known to us all. The feeling of arriving at a solution of a nagging problem is an overwhelmingly satisfying feeling. Almost like suddenly setting afloat abode the seas of opiate braininess where all we feel is the stark prominence of our satisfying wit or intelligence and nothing more. The minor detail about the problem that made you over think and drowned your days in a constant irksome existence has now frizzled away with the inception of the solution. But this feat of the vitur (people with a lot of wit-Icelandic word) is like cocaine-addiction; once you have got the feel of this rush of ideation you crave it more. However, the problem remains of how to make it happen more often. How many times have you felt the sudden jolt of an abrupt illumination?
Guessing not too many, right?! There is nothing unusual about that truth and there is ample reason for that:
As per the “Bed, bus and bath” theory your best ideas and unexpected solutions to the challenging problems appear in your head when you expect it the least. As odd as it may sound, taking a shower or bath, lying on the bed idle or taking a ride aboard a public transport can spark the light of inspiration within you and paint your life’s dull greyness with colours. There are several examples to demonstrate the effectiveness of this theory.
- The Periodic Table was invented in a dream by Dmitri Mendeleev! Yes, you read that right he saw the solution to organizing all the chemical elements in a dream.
- On another interesting incident August Kekulé dreamt that a snake bit its own tail to make a ring! And when he woke up he had a groundbreaking revelation in the world of organic chemistry – benzene molecules are made of rings of carbon atoms.
- Henry Poincare made a discovery about a fundamental mathematical property of functions while boarding a public bus.
Now you may think –that all you have to do to be a genius is take a bath or get some sleep?
Sadly, it is not that simple. You may have noticed that all these instances have a common pattern attached to them. And that is to work very hard with complete dedication every single minute of one’s time on the project or assignment at hand, before having some session of respite and relaxation. As can be seen from the above mentioned examples all these people were completely obsessed with discovering the solution to the problem. Their brains were in a constant state of stress and needed some rest desperately. Sometimes our brain needs sometime to process all the information and arrive at the best possible solution for the problem. While we do completely irrelevant things like sleep, drive, or even simply take a walk our subconscious mind still remains at work working on the problem. Hence, the process of arriving at a sudden illumination is the result of the process of hard work.
All kinds of work of art require curiosity, creativity and inspiration. It is a common misconception to think that some people are naturally good writers whereas some are not. The craft of writing can be learned. When you get another assignment to do, be it an essay or a research paper take a step back and take some time thinking about what you can write about the same.
Do not immediately get to start writing it, take notes from the geniuses we owe our humankind success to and let the idea simmer to find the best way to approach it. Who knows, you may be one of those legendary heroes who dreamed up a solution to the problem that threatened mankind!
As the saying goes – some of the best advises are found while on the pillow…