There are several people I’ve studied over the years, who’ve made a huge impact on how I think, with respect to marketing.
Specifically, the “social engineering” behind what you’re selling.
“Social engineering” is a term I first heard Gary Halbert used.
And what he was referring to, is the approach you want to use, to sell something. This is important, because ideally… with rare exception, you don’t want to have people coming into your sales process, knowing ahead of time, or “sensing” ahead of time… there’s going to be some kind of a sales pitch involved in your communication.
And this process, where your buyer is disarmed because you’ve created a “socially neutral” scenario (with respect to your sale), is called Social Engineering.
One of the smartest people I’ve studied — someone who really understood human nature, social engineering, and how to sell… was David Ogilvy.
Ogilvy was an Englishman, who got his start selling stoves to homeowners over in the UK. And, he did this by calling on them, door to door.
I have a tremendous affinity for Ogilvy, primarily because he was very practical, very direct, and very honest — with himself, and with others.
He is also famous for his many quotes. And I’d like to share some of them with you, today. So without any further ado, let’s go over a few of them. These are from his outstanding book, “Confessions Of An Advertising Man,” which I believe… was first published in 1963.
Here are some very sharp David Ogilvy Quotes:
David Ogilvy Quote 1:
“You can’t save souls in an empty church.”
Most people spend loads of time thinking about the creative aspect of their promotion. What it’s going to look like, what you’re going to say, and how you’re going to convince your buyers to part with their money.
That’s all well and good, but the truth is… it all starts with leads. If you have no one to speak to… none of these things matters.
Which is why Ogilvy said, “You can’t save souls in an empty church.” Meaning, wanting to save souls is admirable… but if the church is empty, you’re not saving anyone and you’re wasting your time.
Focus on leads first — because having an abundance of leads, solves basically any business and marketing problem you’ll ever have.
David Ogilvy Quote 2:
“Don’t bunt. Aim out of the park. Aim for the company of immortals.”
This one’s simple: Go big, or go home.
Aim for the stars — because even if you fall short by 75% of your goal, you’re going to come out a lot further ahead than simply aiming for the roof of your building.
David Ogilvy Quote 3:
“You cannot bore people into buying your product — you can only interest them in buying it.”
A lot of sales people think, “Well, if I hammer away at my prospect long enough… they’ll eventually break down and buy.”
The problem with this is… this approach slowly strips both you and your prospect of your dignity.
And I don’t know about you, but I feel a lot better being able to smile at myself after I’ve sold something, as opposed to looking in the mirror and feeling like I just went ten rounds in a ring to sell that same product or service.
You’re far better off entertaining your buyers as opposed to boring them into submission. But of course, this all starts with your lead generation, right?
The more qualified your leads are, to begin with… the more likely they are, to be interested in what you have to say.
David Ogilvy Quote 4:
“Be happy while you’re living, for you’re a long time dead.”
This is so typical of the kind of “common sense” wisdom David Ogilvy used, in his approach to marketing… and to life in general.
David Ogilvy Quote 5:
“Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements and they cannot write plans. They are as helpless as deaf mutes on the stage of the Metropolitan Opera.”
Again, it’s nice to think about all the grand plans you have… all the different ways you’re going to be spending all that money you’re making… but the smartest marketers are busy trying to figure out how to speak to their buyers.
In sales — especially when you’re selling in print… your ability to write and to communicate, will ALWAYS be directly proportional to your income.
If you haven’t read any of David Ogilvy’s books, I’d encourage you to check some of them out. He was a brilliant man, full of practical wisdom for people who are interested in being real — both with yourself, and with your buyers.
Now go sell something, Craig Garber
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listening to: Fried Neck Bones And Some Home Fries – Santana, Live At Woodstock (1969)