#189 David Ogilvy (The book I've given as a gift the most)

What I learned from reading The Unpublished David Ogilvy by David Ogilvy.  ---- Founders Notes gives you the ability to tap into the collective knowledge of history's greatest entrepreneurs on demand. Use it to supplement the decisions you make in your work.  Get access to Founders Notes here.  ---- [0:01] Will Any Agency Hire This Man? He is 38, and unemployed. He dropped out of college.He has been a cook, a salesman, a diplomatist and a farmer. He knows nothing about marketing, and has never written any copy. He professes to be interested in advertising as a career (at the age of 38!) and is ready to go to work for $5,000 a year.I doubt if any American agency will hire him.However, a London agency did hire him. Three years later he became the most famous copywriter in the world, and in due course built the tenth biggest agency in the world.The moral: it sometimes pays an agency to be imaginative and unorthodox in hiring. [2:39] Words were what made him. Reading this collection, one is struck, piece after piece by how David's words surprise and seduce, tease and provoke.[2:58] His writing is opinionated, forceful, and urgent.[4:24] David was building his first-class business in a first-class way.[5:37] Every advertisement must tell the whole sales story.[5:41] The copy must be human and very simple.Every word in the copy must count. Concrete figures must be substituted for atmospheric claims; clichés must give way to facts, and empty exhortations to alluring offers.[6:08] Permanent success has rarely been built on frivolity. People do not buy from clowns.[7:38] The worst fault a salesman can commit is to be a bore.[11:49] I have a new metaphor. Great hospitals do two things: They look after patients, and they teach young doctors. Ogilvy & Mather does two things: We look after clients, and we teach young advertising people. Ogilvy & Mather is the teaching hospital of the advertising world. And, as such, to be respected above all other agencies.[12:44] I plead for ch