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Ogilvy on Advertising in the Digital Age:
Many fail because they begin and end at the transaction, embracing only part of the full commercial relationship with the customer – a relationship that begins well before the sale and continues well after the first transaction.
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185 |
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Ogilvy on Advertising in the Digital Age:
In most relationships, the first transaction is not profitable; all the money is in the lifetime relationship.
|
185 |
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Ogilvy on Advertising in the Digital Age:
Social psychology teaches us that shoppers indulge in ‘thin-slicing’ – screening out most information, and retaining thin slices of important information kindled by cues, along with a set of pre-programmed rules.
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186 |
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Ogilvy on Advertising in the Digital Age:
The essence of a nudge is to change behavior without coercion, to work with people’s existing intentions.
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242 |
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Ogilvy on Advertising in the Digital Age:
Neuroscience helps us persuade better; behavioral economics assists people to make choices.
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242 |
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Ogilvy on Advertising in the Digital Age:
The ability to identify the simply core needs of a project or mission does usually demand intellectual acuity.
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267 |
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Ogilvy on Advertising in the Digital Age:
You have to be curious, because, if you aren’t, you won’t attract the people you need to work for you. The best of them now are driven by curiosity.
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269 |
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Ogilvy on Advertising in the Digital Age:
You have to be a collaborator, because nothing anymore is really apart: no man, but now no business, is an island.
|
269 |
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Ogilvy on Advertising in the Digital Age:
At root, we are all waiters and waitresses really – however much we may not like to admit it.
|
270 |
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Ogilvy on Advertising in the Digital Age:
…think of a new client as being like a semi-trained and insecure dog; they sense hostility and they detect fear unconsciously.
|
271 |
