Podcast: Play in new window | Download

People just don’t pay attention to your content as much as you think they do, not even close.

With that in mind, Brian shares his thoughts and some of the great David Ogilvy’s thoughts on the matter from the book, The Unpublished David Ogilvy.

Transcription

Why you need to repeat yourself?

Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live.

I basically introduce every episode the same way, I have the same process.

There’s two reasons, two main reasons for that one. So I don’t lose my place.

And I have kind of a process I go through, so it makes the whole thing kind of come together a little easier for me. Otherwise, I won’t do it, I get lost real easily and off track is if you’ve watched enough or listened to enough of these podcasts, you know, I have a tendency to wander.

But the other reason is, is that it’s important to repeat yourself, it’s important to have something that people can kind of cling on to, so that they have a chance to get to know you better.

So they have something a little bit familiar.

And there’s a very familiar structure to how I do this, how I do all my podcasts has, each one has its own structure to it.

I like to keep that consistency as much as possible without being boring, hopefully without being boring.

What I have here is a book by David Ogilvy, if you’re not familiar with Ogilvy’s work, I recommend you look into it, especially if you’re in the world of business.

And you’re in the in the area of business where you’re looking to communicate with your end customer. You know whether they be a current customer, a past customer or a future customer, you need to know how to communicate with them.

This is the advertising genius of our time was David Ogilvy, this this particular book is, The Unpublished David Ogilvy has a whole lot of pieces that were kind of evolved throughout his life, that kind of got set off to the side, not everything in here was unpublished, but it was published in such odd places, it was never all collected into one volume.

This is one of those I go back to over and over again, because it’s so fabulous.

I mean, it’s one of those books, I have a difficult time highlighting, because every paragraph says something. And that’s really tough to do.

I was actually going to separate this little section into a handful of videos, but I just figured I’d go through it. It’s too much to spread out.

I was one main point I wanted to make. And that is about repeating yourself. This is what David Ogilvy said when he was 25 years old. So he’s 25 years old 1936.

He’s an assistant account executive. And somehow he was given the entire staff of his age, he was given a basically an entire staff as an audience, for his views on advertising.

He went through a bunch of this and this was this was a piece of it that I think really reads well.

Its first sentence says everything he says, “every advertisement must tell the wholesale story, because the public does not read advertisements in series.”

So that was what he was doing back then was it was print advertising. So you got to take that into account.

But if you look at it, from your perspective, whether you’re doing video ads, whether you’re in print ads, whether you’re doing any form of advertising whatsoever.

Any type of ongoing marketing, content marketing, like we talked about, you have to repeat yourself, which is why I repeat myself here, which is why by the end I’m going to tell you about my book, and I’m going to talk about it nearly every time or I’m going to talk about something else that I’m working on.

So let me continue with what David Ogilvy said he said, “the copy must be human and very simple keyed right down to its market, a market in which self conscious artwork and fine language serve only to make buyers wary.”

Well spoken this comes from the British of background here you know that they’re so good at that, that that language.

“Every word in the copy must count. Concrete figures must be substituted for atmospheric claims, cliches must give way to facts, and empty exhortations to alluring offers. For seriousness in advertising is a device dear to the amateur, but anathema to the advertising agent who knows that permanent success has rarely been built on forfrivolity and that people do not buy from clowns.

Superlatives belong to the marketplace and have no place in a serious advertisement, that they lead readers to discount the realism of every claim.”

And then I want you to really hear this last sentence.

“A parent monotony of treatment must be tolerated, because only the manufacturer reads his own advertisements.”

Take out the reads part, take out that the references just a print copy. The same thing is true here.

The plain fact of the matter is even if you mean for things to be watched in a certain order, the likeliness is that most of the people will, let’s say videos, let’s say this video, if you’re watching this, chances are you’ve never seen me before.

If you have, you certainly haven’t seen all my videos.

And even if you have, you probably did not see them all in order.

I can’t just say something once and expect everybody to get it, I have to repeat myself, even if it’s boring to me, even if it’s monotonous I have to repeat myself over and over and over again, if it’s a point that I want to get across.

And what’s one of the best points, it’s a call to action, whatever you want the other person to do, you have to make sure you’re clear about that.

So I’m going to make something clear to you, I’ve got a book, it’s called, 9 Ways to Amazon-Proof Your Business, it’s all about strategies that you can use in your business.

To be able to move forward and defeat any form of competition, even if that competition is Amazon.com, or some big, giant behemoth.

You can defeat them, if you follow these strategies.

These are just nine of the major strategies and they’re big, they’re not one of these things, you can just plug and play and all of a sudden, everything will happen for you.

These are going to take time to put into place.

But I give you a lot of resources to use. I provide myself as a resource also in this book, you can get your own free copy, you could buy it wherever books are sold.

It’s a hard bound, very small book, but you get it wherever books are sold, or you can go get a free get a free digital version at AmazonProofBook.com. And there you go.

That’s something I say just about every video that you’re going to see. If I don’t say that I usually have some other type of call to action that I’m trying to lead the viewers or listeners too. So that’s AmazonProofBook.com.

This is David Ogilvy, he’s one of these types that I love to read, I can only read a little bit of time because he’s like, a very spicy wine. Red wine is something with a lot of character that takes time, I can read a page or a few paragraphs and just simmer on it for a few days.

It’s the same things I mentioned, Eugene Schwartz before if you’ve ever gotten a copy of Breakthrough Advertising, this is like if this is like red wine, this is like a port. Like a really sweet port.

I mean, I read a little bit and I have to walk away from it because it’s just like, that’s good stuff. It’s good stuff because it’s it speaks to psychology, it speaks to how people function and how people digest advertising.

And knowing that you can, it helps you to back engineer and really think of things and there’s a lot of gurus out there and brilliant people through the years and not all of them are the best to read.

Listen to these are two guys, I can definitely recommend David Ogilvy and Eugene Schwartz. Anything you can find out there by them is fabulous.

That’s all I got for tonight, folks. You have a great night.

We’ll be back here tomorrow. Get out there and let the magic happen.