David Ogilvy’s Guide To Writing Ads Explained Part 19

There are many ways to deliver content as we all know, but element 19 is about delivering it in person.

We’re still in the TV commercials section of David Ogilvy’s epic 1960s ad, and he’s talking about delivering pitches in person to consumers on screen (albeit pre-filmed).

He wasn’t to realise back then just how lucrative that was to become (think of all those TV channels pitching everything from gemstones to jeans, 24/7, to every corner of the world). He really was a genius when it came to second guessing the future.

Also, most of those ‘TV pitching’ channels are available online, proving it transferred perfectly to other mediums, but if you think about this for any length of time, you’ll realise it was obvious.

From the earliest days of market traders, people have been pitching in person, and it’s not just to consumers either, think Shark Tank or Dragons Den (and pretty much any business negotiation of note) B2B pitching has been going on forever.

But despite that, every other type of ad is still being used, from cartoons to fly-on-the-wall, to comedy, to just plain weird. And they all work. Why? Because we get bored and need variety.

So what should we do with element 19? Use it. Whilst VSLs still sell a ton of stuff, a webinar is the perfect example of a modern day stand-up pitch.

Whatever we do though, we must do something, and keep doing it until it works or we run out of budget (a budget is an amount of money we can afford to spend without going bankrupt in the process).

PS. Ogilvy added one caveat to the stand-up pitch – be honest. Hell yeah to that.


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