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Ladies and gentlemen, those who look up and those who jump off the roof, the young and those who feel young...
You are about to be enlightened.
Forget those flashy slogans, fun jingles, and camera moves that cost ₺300,000 per frame that you see on TV.
I'm sending you to where it all begins when it comes to solid advertising:
David Ogilvy and Rolls Royce
According to Ogilvy, this title was the best he had ever written.
But he lied.
After convincing Rolls-Royce to work with him, he spent 3 weeks reading technical magazines about cars, and this title was a quote from the technical director of that magazine.
So he didn't write it.
The real question here is, did that technical director predict that Rolls-Royce would explode in the American market when he wrote this headline while giving information about the car?
NO. But Ogilvy did, and you got an A+++ quality ad.
Here is the ad I was talking about:
"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"
What makes a Rolls Royce the best car in the world?
"There's nothing magical about it. It's just patient attention to detail," says a renowned Rolls Royce engineer.
To paraphrase the headline: "The loudest sound in this new Rolls-Royce, travelling at 60 miles per hour, comes from the electric clock."
There are 3 basic principles that are perfectly covered here:
Promote Your Product
You're really saying, "Wow, how is that possible?" And when you consider that the cars of that time were as noisy as the trucks of today, this is a great virtue.
2) Mind game
Notice he didn't say something like "It's so quiet there's very little noise."
He said, "The loudest sound comes from the clock."
The energy people will spend to understand this is much less than the pleasure they will get after understanding it. Because the title is not forced.
3) Simplicity
Even though the title seems long, it immediately makes its intention clear and does not exaggerate.
Ogilvy's Masterpiece
The rest of the ad contains information about the car.
Remember this: once you read the title they have permission to sell it to you.
They think: "This is who we are, this is what we do. This is our price. If you're interested, call or message us here."
Very Ogilvy style.
Clear. Open. Direct.
Take a look at the current ads:
--Classical music plays in the background, we see the car passing through the streets
"Words are inadequate to describe its design. The new Katfoen XY993.0"
Why do you think this katfoen, which we know breaks down very easily and whose technical specifications are nothing but bullshit, is being designed?
Because they are aware of it too. Everyone is using their strengths.
Just what a local business would do.
If you are a local business and want to use advertising to your advantage...
...contact my agency today. I will personally handle your advertising and marketing, and if we are a good match, I will discuss it openly with you in a free phone call.
No pressure, no commitment.
Interested? Contact us here: https://www.msimarketingresults.com/tr/free-marketing-analysis
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