Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

The Art of Getting Your Message Across

Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

The Art of Getting Your Message Across

Article excerpt

THERE'S a joke in the advertising and marketing world. "Instead of telling Mum that I worked in advertising I would tell her I played a piano in a brothel. She was happy with that.''

Now, more than any time in the past decade, it is so important to get your message out when marketing a property.

Anyone who has watched the US television series about marketing, Mad Men, will understand. It's that ability to tap into what people want rather than telling them.

In real life David Ogilvy was the first of the mad men. He was the founder of the Ogilvy and Mather advertising agency.

From humble beginnings in England he travelled and worked in a lot of different locations. What it taught him was to listen to people.

He started as a one-man agency off Madison Avenue in New York. He set out to win some great companies as clients including Shell, Rolls Royce, Lever Brothers and Guinness. He recruited energetic young people who were fresh to the advertising industry and took it to become the second biggest ad agency in the world.

Ogilvy took the struggling shirt company Hathaway to be a leader in its field by putting an eye-patch on the man featured in the ads. Then he created the man from Schweppes.

He used the line for Rolls Royce: At 60mph the only thing you will hear in a Rolls Royce is the electric clock ticking. So Rolls Royce set out to reduce the sound of the clock.

For Guinness, Ogilvy showed 12 different ways you could prepare oysters to be accompanied by a drink of Guinness, until then an unknown ale outside of Ireland.

He created the Dove soap marketing program for Lever Brothers, a campaign that remains today and includes the message of beauty cream in every bar of the soap.

Ogilvy became successful by seeking perfection. He also taught us to:

Respect the client. Don't talk down to them. Engage them. If you can't make a client laugh you certainly can't make them buy from you;

Research: Seek the opinions of consumers;

Predict what will come next;

Romance and idealism;

Find a unique selling point;

Get the attention. …

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