Communicate To Persuade Your Professors: Legendary Mantras From David Ogilvy

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.

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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.

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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

You Must Check These Things Before Writing an Essay

Are you an MBA student? Then you must have to submit a number of well-researched essays and academic papers during the course of your education program. When it comes to preparing a thesis or a research paper, planning the task ahead and executing it efficiently seems to be the most daunting tasks. Many times, you may doubt the potential of your topic and that may lead to depression. However, you must keep in mind that these thoughts are natural among every student and has nothing to do with reality. Instead, you must stick to your plan and give it your best shot.

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A thesis is an important part of your MBA program and your overall reputation in the B-School is somewhat dependent on how you present your thesis. Nevertheless, most students commit the common mistakes that result in lower grades. In order to keep such problems at bay, we will discuss few ideas and tips that you should be aware of.

What makes a good essay?

What differentiates an effective essay from the rest is that the former never answers any question directly in the form of yes or no. According to the professors at the Harvard University, a straight-cut answer only indicates an opinion, which must not be a constituent of a thesis. The topic you choose might be ‘Modern Industrial Revolution in the USA’, which shall feature the evolution of the Silicon Valley. You may want to use statistics, info-graphs and other resources to portray your plan, but you should never use your opinion such as ‘The birth of Facebook was the best thing happened in the Valley’. Using such superlatives such as ‘best’ may seem biased for the professors, as he might think the birth of modern computers is a better achievement for the humankind, without which the Facebook would have been of no use. Therefore, avoid being biased.

Content of an academic paper

Now that you have finalised the topic for your thesis, you must also plan the method for its presentation. Many B-Schools have certain regulations that a student has to follow, while others do not have such pre-planned criteria. However, there are certain conventional ways of formatting your thesis and the format is listed below:

  • Introduction

Use multiple Sub-Headings

  • Methods

Describe your analytical methods. (How you will prove your point)

  • Results

Use both positive as well as negative findings. (Graphs, Statistical presentations)

  • Discussions

Mention and discuss the patterns observed and figure out what consequences can result from the particular scenario. Make sure that you can predict possibilities of events that may happen in the future.

  • Conclusions

You may choose to discuss the remedies for the problems.

  • References

Mention all the books, journals and other documents from where you have collected your information. If possible, try to mention the relevant page numbers as well.

Importance of first draft

If you prefer to create an initial draft before starting your final work, you have taken the right route. A draft is similar to a skeleton, without which the stature of the essay cannot be established.  In case you think that your creativity does not perform at its best unless you start writing the final paper, then you are mistaken. The best part of preparing an initial draft is that you can figure out the important sections of the essay that needs to be emphasised upon. Later, you can collect relevant information and make your final draft more informational and objective. When you are preparing your first draft, you must not focus on creating an introduction. You will be astonished to figure out how more ideas come to your mind and your information pool fill up with facts that you did not know before. Many leading researchers recommend that a habit of creating multiple drafts, in fact, improve one’s essay writing skills.

Gather sources

A thesis cannot be a strong one unless it has several sources embedded in order to prove its point, without being too biased. Legend has it that, an observation stays a poem unless it is proved using debatable evidences. Great poets used to dream of walking on the moon centuries ago and made poems on their thoughts. Later, when human beings were successful in such a quest, pictures of the feat along with scientific clarifications made the poet’s dream a reality. Preparing a successful MBA thesis is similar to the above stated example. Most importantly, make sure that you cross check your sources and verify all the information in order to avoid any serious blunder. You may not want your efforts to go in vain.

Use counterarguments

What the most interesting essays and research works have in common is the presence of a conflict of interest. If you use only a single point of view for proving your observation, then the thesis will lose its spark. Would you like to see a baseball game where only one team is playing to win, while the other one is competing to lose? The same things go for your thesis. If you are working on the ‘Modern Industrial Revolution’, you should also pay attention to the critics who then thought that the computers would fail and social media sites would not become popular. And then provide the recent statistics on how well these ‘inventions’ are performing. One of the most interesting things in the process is that you do not have to put any word on paper on ‘how you feel about the incident’, but rather the information you shall provide will do the talking.

Be prepared to work hard

The entire MBA program is a challenging task and when it comes to writing a thesis, the challenges seem tougher. Successful MBA graduates felt the same, yet they managed to achieve good grades depending on their hard work. Aspiring managers are well aware of the importance of working hard, but they also know when to work smart. You can too, follow their footprints in order to unleash your inner managerial qualities. In case you face difficulties while preparing your thesis, you may always ask for online essay writing help. Not only it will save your time, but it will also reduce the pressure off your shoulders.