David Ogilvy’s Guide To Direct Response Advertising Part 15

What do you do when your direct response mailing campaigns stop delivering? You invent new ones. That was David Ogilvy’s answer (and also element 15 of his famous direct response ad).

By ‘invent new ones’ he didn’t mean test better headlines, try shorter copy, or improve the offer (he was doing all of those things already), he meant go revolutionary.

For example, he mentioned the “merge-purge” method. If you’re not in the direct response space, this will be meaningless, but it’s nothing more than common sense. Mix multiple lists together and remove the duplicates. It’s one of the first things most people who send out information learn to do in Excel.

But give it a fancy pansy sounding name, and you’re the new kid on the block. You have something that no one else has, and just like judging a book by its cover, when you come out with a new name, you have reinvented NEW.

You could also try “hot-line mailings”. Set up a dedicated telephone number to get leads, then mail to them. Or how about a “timing sequence”?

The point is, once you start talking the lingo, you become the guru. But better than that, it gives you permission to reinvent the old and reposition it as yours. You become the owner. And that gives you sole selling rights (in the eyes of the ignorant).

So what are you going to reinvent today?

Watch out next week for the final instalments of this latest series on David Ogilvy starting Monday with element 16 – NOW UP – CLICK BELOW (and don’t forget to sign up for the Science Of Copywriting Weekly Newsletter so you never miss an episode).


David Ogilvy, direct response, hot-list, merge

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