If David Ogilvy had ever talked about association, he would have said: “Think carefully about association. Never associate bad things with your product unless you want your product to be associated with bad things.”.
He built his copywriting business from scratch at the age of 25 – and did it in 6 months after taking a direct-response distance-learning course.
Here’s his philosophy: “My motto has always been: Only first class business and that in a first class way.”.
He positioned himself as the best, and promoted it with a single big idea: introduce direct-response to larger companies in New York.
Everything he associated with had class. From shirts to cars. He understood association like no other at the time and was not willing to compromise.
Towards the end of his life he said: “I’d like to be remembered, as a copywriter who had some big ideas. That’s what the advertising business is all about. Big ideas.”.
If your copy has no big idea, it will most likely fail, and so will you. I cannot stress this enough.
What’s a big idea? Learn more about it here.