Podcasts about advertising man

The 16:9 PODCAST IS SPONSORED BY SCREENFEED – DIGITAL SIGNAGE CONTENT Digital menu boards have long been marketed and positioned as a way to deal digitally with how what's available to order can change through a business day. I'd argue much of the critical thinking around how to do menu boards well hasn't progressed much beyond ensuring the item descriptions and prices are large enough for customers to read from the other side of an order counter. New York-based software and services firm SmarterSign has been in the digital signage industry for coming on 20 years, and has found something of a niche in working with QSR chains on optimized menu boards that are not only legible and visually pleasing, but boost sales performance for operators. Co-founder Gregg Zinn has an interest and passion for the science of advertising and marketing, and he's started writing a series called Digital Menu Board Mastery that gets into the design and psychological weeds of how to lay out and manage menu boards that influence customer ordering decisions and drive higher profits for operators. In this podcast, we get into some interesting things that most menu board sellers and users have probably never considered - stuff like psychological pricing anchors and the so-called golden zones for menu layouts. It's a really interesting chat ... Greg, thank you for joining me. Just to get started, can you give me a rundown on SmarterSign, what it is, how long you've been around, that sort of thing?  Gregg Zinn: Sure. Thank you very much for having me. SmarterSign was founded in 2006, so we've been doing this for just short of 20 years and it was founded by me and my primary business partner, Peter. We got together and both came from technology consulting, building applications for larger organizations, helping them understand how to use technology to make their businesses operate better.  I had actually done some digital signage. My first digital signage was done at Mall of America in the mid 90s working with Mel Simon, I have always been very intrigued by it. I had this vision of a Blade Runner future, where every surface was a communication vehicle and I was just very fascinated with the concept of digital signage, and I also saw that it was gonna be a burgeoning industry that had a lot of runway for the industry to grow and when we looked at the industry, we really found that there were two kinds of providers in the industry, and you probably remember back then, there were providers who were very technology oriented like Cisco, who were very good at moving data around networks, but didn't really have a lot of tools for content control. And there were companies like Scala who had a great software platform, a really powerful software platform, but it didn't really allow business operators to take complete control, and we saw that as the sweet spot for digital signage is moving business operators closer to their message and being able to impact their communication, whether it was in a corporate communication environment, a retail environment, or really what became our biggest market, which is food service, restaurants, digital menu boards.  I think a lot of the reason why digital menu boards became such a big and important part of our business is because of this approach of moving that communication control closer to the business operator. We've spent close to 20 years really working on perfecting as much as we can the tools to bring that vision to life.  So would you describe the company as a CMS software company or more of a solutions firm?  Gregg Zinn: Yeah, that's a great question. So really we view ourselves as two parts of the same solution. One is, one is a software provider that provides great software for controlling digital signage networks, and that's end-to-end from content creation, scheduling, distribution, and playback, and then the other piece is really the services piece of it, and I think that is equally important to the software piece of it, because these business operators are using a new tool, even business operators who have been doing it for 15 years, it's still relatively new to them. So being able to provide that layer of service and support underneath them, and when I say service and support, I'm not just saying, here's how to use our software. I'm talking about how to use this tool for your business. Here are the business opportunities for you. Here are the things that you can do with these tools. I think it's really important, and, for me, as part of the business, it's been a big focus, and I try to influence the software development to accommodate as much of that as possible and make it as intuitive as possible. But a lot of it is just working with business operators, so the service piece of it is really important.  Where's the company based?  Gregg Zinn: Our headquarters is in New York and I am based in Chicago. I moved to Chicago, just short of eight years ago. My wife's family is from Chicago. I was living in Chelsea in Manhattan, and my young sons are getting to school age and New York City is very challenging for raising children. We were living in 700 square feet in Chelsea and the truth is, it was fantastic. I love New York. I'm a New Yorker through and through. But my wife's family is from the Chicagoland area, the suburbs of Chicago, and we decided to pick up and move here, and now instead of looking at concrete and windows, I'm looking at a lake.  Yeah, it's good to have that relief valve as well, the in-laws and extended family where you can say, “hey, we need to do this, can you guys take the kids?” Plus they see more of their family.  Gregg Zinn: It's incredible. We do Sunday dinners and I love having the family around and it's great for me, it's great for my boys and now they're getting on in their teen years and doing all that stuff and it's great to see them grow up in this environment. I got in touch because I noticed on LinkedIn you posted a piece about Menu Board Mastery and I clicked through and had to look at it and I thought, oh, this is interesting because as somebody's been around digital signage as long as you, maybe not quite a few, mid 90s, I only got in late 90s, but nonetheless, we've both been around it a long time. I know that menu boards can be done badly, but I tend to think they're done badly when they're eye charts and there's way too much stuff on there, or quite simply, they're just not working. But your Menu Board Mastery pieces take a look at the science of it and of layout and the thinking and everything else. So I thought that would make a great conversation to get into, first of all why you felt it useful to put this together and then get into some of the key tenets of it.  Gregg Zinn: Really the thing is, I've had so many conversations with business operators, at all levels, and that could be from single location operators to multinational operators and all of them seem to struggle with putting a strategic foundation underneath the concept of what they're gonna display, and even this many years into it, many of them just see digital as a more efficient way to get their print menu up on the screen, and even when they were doing their print menu, I don't really believe that they were tapping into some of the core ideas of using this as an incredible marketing tool.  When I look at digital menus, I think a digital menu should be your perfect salesperson. If you could have that person talking to that customer and guiding them through consuming from your restaurant in a way that is ideal for you, and ideal for them, having it be the perfect salesperson. I think that's really important, and a lot of businesses have struggled to do that. So I took a look at this, and I thought, what if I put a series together that takes very interesting, proven, scientific complex ideas and makes them highly practical? And this has really been a core philosophy for me since I was a teenager.  When I first read BF Skinner's Beyond Friedman Dignity and David Ogilvy's Confessions of an Advertising Man, I became fascinated with how people interact with information and how behavior is impacted by communications, and those various tools and many boards are no different. So I thought about giving people some very practical ideas. I want to make this industry better, like ever since we started SmarterSign, I don't want to just have a great business in the industry. I want this industry to be important. I want this industry to really impact businesses and be indispensable as part of the complete operation for every business. Obviously that helps my business. But it also energizes me. It engages me.  Another key piece of my philosophy has always been moving people from theory to practice as quickly and easily as possible. Nobody ever said theory makes perfect. Practice makes perfect and helps people move to practice practical ideas and I use the phrase, “Is this practical?” all the time. You can have all of these great ideas and all of these visions for what can be, and you can sit there and ruminate, but really, when it comes down to it, where the rubber meets the road is where value is created, and can you put this into practice was the vision behind this series. The first article that you put out was about visual attention. When you talk about visual attention, what do you mean? Apart from the obvious.  Gregg Zinn: Yeah, and it's funny because there are some very obvious things, but there also are some well-studied scientific understandings about how people's eyes move in the interpretation of information and I think in the article, we point out two very well-known, established patterns of how people interact with information.  There is the F-pattern of how your eyes scan information, and that is typically for menus or information that is very text rich, and your eyes go across the top and then they go down to the middle and then across a little bit more, and then they go down to the left hand side and understanding the way that people's eyes are gonna be moving across your information helps you prioritize where you put your information that's important to your business, and I want to talk about what information is important to your business because getting to businesses do not really know how to take advantage of this tool. I think this is a really important piece of it, and I am going to be writing an article about this, and it's been a big focus as well.  But let me continue on with the other way that people interpret information, and that is The Golden Triangle, and it starts in the middle, moves to the upper right, moves to the left, and these two visual patterns have been proven time and time again with eye trackers and studies to see how people interpret visual information in front of them. The Golden Triangle is very helpful for highly visual menus, and really the key spot in that menu is that upper right hand corner. If you can put your really high value items in that upper right hand corner, you are going to see a change in your outcomes, for the better. It's such an interesting thing, and this is part of getting back to why the series is here. I want to be able to provide tidbits of information like that to help businesses change their outcome, and obviously for the better.  Is this something you discovered or you've known because you've had that interest for a very long time in it? I'm curious if you started working with QSRs and restaurant chains and advocated doing this, and then did the reading and found out, oh, there's actually a science behind this.  Gregg Zinn: Yeah, it's really a mixture of both because I had studied these concepts, and they were very interesting to me, all the way back in the 90s. They were very interesting ideas to me. Even before that, managing behavior was always interesting to me. But as I started to work in the practical environment of working with businesses, I was able to apply those ideas and see how they impacted. So I was able to grow a clear understanding of how these ideas very specifically relate to these types of business problems. So it has been a full circle since I was interested in it, I was able to apply it, and now I'm able to move and help businesses perfect it.  So one of the things you get into is positioning, like what should go where and how you wanna have prime positions for your high margin items and signature items, that sort of thing. I've not thought about that at all. I've just thought that companies just laid things out the way they laid out their print menus and didn't really think too much about that stuff, or maybe they don't.  Gregg Zinn: Many of them don't think about it and actually very early on, working with businesses, 2006-2007, I had come up with this idea called The Prominence Pyramid. The idea behind The Prominence Pyramid was to help businesses identify. What are the most important menu items on your menu? And most businesses couldn't identify it. I was really surprised to walk into the c-suites of large organizations and ask them very simple questions about what are the most important items on their menu and they were not able to answer that.  But we would guide businesses through this process of putting items on a pyramid, say at the top of the pyramid. These are the most important items for you, and they're the most important for top line revenue. They're the most important for margin, they're the most important in terms of branding and customer experience, and those are the items that should have prominence within your visual space because they're the ones that are gonna help push your business forward. There are so many moving parts to this as we're moving forward, and as AI has become part of the mix of tools, it's a very exciting time for me because I feel like we can use these tools to help give insights very quickly to businesses using real data using, using these known scientific ideas to help them get these ideas in front of them, and then once you know that, once you know what should be presented in these prominent areas in the visual space, then you could do things like change the sizing, change the coloring, add boxes around them, animate those sections, put little tags, customer favorites.  Actually, we have a customer who just did this who just did this. He wanted to promote this one item, so we put a tag that said “Customer favorite” and sales immediately increased on this item. So we know that these tools can help change business outcomes. It's just a matter of helping businesses get there. And I think this series is gonna help people get there in bite-sized movements.  So when you talk about things like prime positions, that's in your F-pattern or Golden Triangle, there's certain positions that are gonna be optimal. That's where the eye goes naturally?  Gregg Zinn: Yeah, it's crazy. It's crazy to think that these are actually things, but they've proven, studied, scientifically that this is the way eyes move to interpret information.  So some of the other variables, and you've already mentioned it, are things like white space and borders around stuff, contrast, the font size.  To me, being a knucklehead and not really spending a lot of time talking about QSRs, I just see ones where I can't read this, and my eyesight's assisted, but when I've had my glasses on, it's 2020, and I still struggle to read it.  Gregg Zinn: Yeah, it drives me crazy and I don't know if you have seen this, but I can send you a link to it. I had done a series called the Digital Menu Board Scorecard, and it was an evaluation of menu boards in the wild, not necessarily SmarterSign customers. But menu boards that we had seen, we'd take pictures of them, and we'd break down what are they were doing well, what are they doing poorly and we give them a score on a number of characteristics like branding, layout, organization, and actually, it's funny, just last week I was in the airport and I saw a menu from a pretty big QSR, and I just thought: Who made this menu? This is just terrible.  I won't mention their name because I don't want to get in trouble.  When you did the scorecard, were you handing out as many “A”s?  Gregg Zinn: Yeah, there were some As, there were few, very few, but every once in a while we'd come across a menu board where the business had a really good balanced sense of brand presentation, strategic organization, overall design, effectiveness of the menu to get people to order. That's actually one of the key things when you look at menus. Outside of getting their attention, it is how quickly can you get somebody through the process of making a decision and this is particularly true for digital drive-through, has been a real focus and we've seen some really interesting things done in that realm. For example, having the menu change at 8:00 PM to be a more limited menu on the drive-through, so that it changes the operations from a kitchen point of view, but also gets people through the line quicker.  One of the questions I wanted to ask was, is the thinking and the layouts and everything else different between the screens over the counter, the screens in a self-service ordering kiosk, and then the screens in the drive-through? Gregg Zinn: Yeah, absolutely, and if you look at our customers who are doing interior menu boards and exterior menu boards, the layouts, the structures, the approach to the menus are different. It's just different. It's a different mind frame. It's almost a different form factor in many cases because a lot of times the drive through's gonna be portrait, and many times the interior board's gonna be landscape.  But the whole business mission is really different, and taking advantage of what each of those environments do better. We don't do any touchscreen ordering. I have a love-hate relationship with the concept of it. I'm old school. So when I go into a sandwich shop, I want to talk to the person who is going to be able to take down my details of what I want, and I want to be able to say them and have them articulate that to the kitchen. Personally, I find it very difficult to do the touchscreen ordering and get that right and have the same level of customer experience.  AI is gonna change that because AI is going to somehow offer voice to AI ordering, which will take some of that UI cloudiness out of the mix. You mentioned AI. I'm curious about computer vision and the idea that, I've heard this said, I don't know what it is really being done in-store. I've heard about it in drive-throughs, but dynamically adjusting menus based on the profile of the people who are approaching the counter. Gregg Zinn: Yeah, there's a few things that we've been working with in terms of studying, how this can be done in an effective way. It's a highly strategic concept and, as I mentioned earlier, businesses are really just struggling to translate their static menu to a digital menu in a very strategic way, but we're pushing this forward, and there are other technologies.  There's license plate reader technology for drive-throughs where the same car is coming through, and you could tie it to their past consumption and we're gonna get there, and I think with AI, we're gonna get there much quicker and I'm super happy about that. Because I have been sitting in the running blocks waiting for the gun to go off and I'm excited about what AI means to accelerate some of this progress.  When you started, almost 20 years ago now, APIs were known but they weren't widely available and I suspect it was very difficult to talk to a restaurant about actually jacking into their restaurant management systems in any way, but we're now in a very different world, and that's all possible.  Is it being done? And how do you best leverage that other than the very simple stuff like price changes in the store system, you want to automatically change on the screen? Gregg Zinn: Right now the two primary mechanisms that are interacting, that operating data with the marketing data on menu boards, are price changes. So having the POS system be the source of that price, that's your operating data, and that operating data points should be filtered through to your menu boards. You shouldn't have to manage it in two pieces.  The second piece is inventory. We work with a lot of customers who run out of individual products, and that creates frustration for the customer, and it creates frustration for the person taking the order. So having the ability to show that something's currently sold out, is something that we're seeing being used. Again, this comes down to: Can so much more be done? Yeah, so much more can be done.  But getting over that, what should be done, as opposed to what can be done. It's also part of my core philosophy is, a lot of things can be done, but only some things should be done. So we've stayed away from novelty. We've stayed away from a lot of the things that people are saying, whoa, what about this? What about that? We try to keep it as practical as possible. But we're gonna see a big shift. I don't know if you know the company Palantir. I love Palantir as a company. I love what their vision for using AI is. People ask me questions about it all the time because I'm in technology. People ask me about AI people who are late, not in the technology industry, and late people, and I always point to Palantir as somebody who is an applied AI company. They're using the data to determine what should be done as opposed to what could be done and I think they're doing a really great job of it. They're really leaders in that space. Now, they're not menu boards, but I do follow what they're doing because I think that they're very innovative in terms of how they're looking at the connection between data operations, real world and practical application. In my years doing consulting, I've done quite a bit with some big companies, but the only QSR I worked with was a coffee chain and when I went in to start working with them, they talked about a bunch of things and I asked them about menu boards and takeovers, which I had seen in some of their stores where all of the menus went away and they had a tiled piece of creative, pedaling a particular promoted product and they said that they did some interview intercepts with customers and pretty uniformly the customer said, stop screwing around, just show me the damn menu, and I've since been in a number of restaurants where I had to wait for the menu items that came up because they were promoting something or other on the screen for 5-10 seconds and it irritated the living hell out of me. Is it something you advocate? Just get to the point; don't try to be fancy here. Forget the video, just show me the items and pricing.  Gregg Zinn: Yeah, intuitively for me, that customer response is obvious. They're trying to interact with a piece of data to place an order, and then all of a sudden it's gone and they're waiting. They have no idea how long it's gonna be before it comes back, and then they've gotta go find their spot on the menu again. So intuitively for me, we have always guided people against it. We've had customers asked to do it. Of course, our platform can do it. But it is not a good idea. Now, that being said, with digital menu boards and you've seen them in QSRs, there's a lot of visual space, so you can use a portion of that visual space to do those kinds of marketing techniques. One of the really interesting things that we had seen, so we did an observational study of a food court, working with a customer who had a restaurant, a pizza restaurant, and a food court. We did an observational study, and we saw that nobody looked up at the menu when they came over to the counter to order. They didn't care about the pricing, they didn't care about anything. They never looked up. But the menu boards were not being used properly to get people over to their restaurant as a choice. So what we recommended was: these really aren't digital menu boards in so much as they're digital billboards, and you need to use these as a “come eat pizza” sign, as opposed to thinking of it as a digital menu board. So we used some of the visual space as a “come eat pizza”, and we were able to draw some of that audience thinking maybe they'd go get Chinese food or Chipotle or another option over to them. So that's another way where you can impact outcomes by using the visual space as opposed to just menu boards.  What do you do with restaurants? I think about one up here, Tim Horton's here in Canada that started out doing coffee and donuts and pastries and now does endless kinds of food items, and they've got a menu list that's far longer than it was when the chain first started.  What do you do when you have customers who have like 40 SKUs and you've only got so much real estate on a screen?  Gregg Zinn: It's a big challenge, and it's a funny thing because, when I look at operations like that, I've never run a restaurant, but when I think of the ideal process to get customers through and order your food, I think of a business like In and Out Burger. They've got a very specific menu. People come there for those items. They love those items.  We have a lot of customers who have these extensive menus. I don't love it from an operations point of view, but from a presentation of the menu point of view, it's a matter of just being very organized in how you present that information so that you are able to get that broad menu into somebody's eyes, get them to where they want to order. If they want something that's savory as opposed to something sweet, get their eyes to that.  A good example of that is Dairy Queen has a pretty extensive menu, and they've got food and ice creams and just being able to segment that out. So on their drive-throughs, for example, we do a number of franchisees for Dairy Queen. On their drive-throughs, they've got one complete panel, that's just their sweet treats. They've got a middle panel that is promotion, key promotional items, LTOs and things like that, and then they have a right screen that is their savory items, their burgers and sandwiches and hot dogs and things.  The post that you have up right now about this Mastery series has to do with price anchors. That's not a term I know much about. What do you mean by that?  Gregg Zinn: It's another behavioral technique where you can establish a baseline in a customer's mind by putting an item that you don't really expect anybody to consume, but what it does is it creates a mental baseline of price expectation, so that you can have them pay a premium price for that second level item, without feeling like this is too expensive. So it really is a decoy. It's like look over here, this item is $30, but here's a really good value item at $22. It's so interesting to me because particularly in the past five years, pricing's gotten outta control, and, for so many reasons. Supply chain issues, obviously going back to 2020 with Covid but pricing has gotten crazy, and my favorite burger place in New York City, actually where I got engaged, when I got engaged, the burger was, yeah, I'm a huge burger guy, but it was my second date with my wife. We went there, and we're both burger people, and that's where I proposed ultimately.  You got engaged on our second date?  Gregg Zinn: Oh, no, we went on our second date to this burger place. Seven years later, we got engaged, but in that same spot, but the burger was like $6 at that point, and now it's like 18.  Oh, for God's sake.  Gregg Zinn: Yeah, and even the QSRs I go into sometimes, and I just think, who could afford $60 for a family of four?  It just doesn't seem like an affordable approach and I will tell you that from a pricing strategy point of view, all of the QSRs are recognizing this, and they're trying to adapt. We're already out of time, but I wanted to ask one more question, just around when you're going into a new customer and you start talking about what we've just discussed, kind of the science and the thinking behind it, are minds a little bit blown because they're wanting to do digital menu boards because it's a pain in the ass to change the print ones, and they haven't thought much beyond that? Gregg Zinn: We take it slow. It's been over 20 years and we've learned you can't just go in gangbusters and put all of these ideas in their heads about what's possible because it'll just confuse the situation. So we go slow with our customers. We meet them where they are. Fix the first obvious problem, and then you can go from there. Gregg Zinn: Yeah, and I've said it a number of times in this call if it's not practical, it can't be done.  All right. This was great. If people wanna find out more about SmarterSign and read these articles, they can find 'em on smartersign.com.  Gregg Zinn: They can, yeah. All the articles are there. In the resource section, right? Gregg Zinn: Yeah, and we've got a bunch of videos on our YouTube channel, of course, posting on other social channels like LinkedIn. But yeah, the primary source would be on smartersign.com.  Perfect. All right. Thank you, sir.  Gregg Zinn: Yeah, thank you so much. It was really nice talking to you and re-meeting you again.

#137 - Confessions of an Advertising Man by David Ogilvy w/Chris Widner and John Hill aka Small Mountain.---Opening and closing themes composed by Brian Sanyshyn of Brian Sanyshyn Music.---Pick up your copy of 12 Rules for Leaders: The Foundation of Intentional Leadership NOW on AMAZON!Check out the 2022 Leadership Lessons From the Great Books podcast reading list!--- ★ Support this podcast on Patreon ★ Subscribe to the Leadership Lessons From The Great Books Podcast: https://bit.ly/LLFTGBSubscribeCheck out HSCT Publishing at: https://www.hsctpublishing.com/.Check out LeadingKeys at: https://www.leadingkeys.com/Check out Leadership ToolBox at: https://leadershiptoolbox.us/Contact HSCT for more information at 1-833-216-8296 to schedule a full DEMO of LeadingKeys with one of our team members.---Leadership ToolBox website: https://leadershiptoolbox.us/.Leadership ToolBox LinkedIn: https://www.linkedin.com/company/ldrshptlbx/.Leadership ToolBox YouTube: https://www.youtube.com/@leadershiptoolbox/videosLeadership ToolBox Twitter: https://twitter.com/ldrshptlbx.Leadership ToolBox IG: https://www.instagram.com/leadershiptoolboxus/.Leadership ToolBox FB: https://www.facebook.com/LdrshpTl

David Ogilvy's Confessions of an Advertising Man

A #goodman and brilliant https://youtu.be/iQ9EjVwVvFQ?si=IZGO-B44De030nX-

Barbara Wardell and Ernesto Cullari run an agency that focuses on geofencing. This embraces a growth hacker mindset that strategically focuses on identifying and amplifying their clients' strengths while pinpointing weaknesses in the competition, utilizing GPS location data. This approach results in a significant and measurable impact on foot traffic and online engagement, making their efforts truly game changing and successful.  Questions · Now, we always like to ask our guests in their own words, if you could share a little bit about your journeys, how you got from where you were to where you are today. · Can you share with our listeners in the most simplest layman terms, what exactly is geofencing? · Organizations heavily invest in marketing, but then when the person comes to the organization to do business, case in point, let's say you visited Starbucks, and you had to wait for 20 minutes just to get a cup of coffee. You're extremely frustrated, because it's just a small item, you should be in and out in the shortest possible time. How do you tackle that with your clients? Is that something that you deal with as well? · Do you find that the behavior based on the geographic location or even the culture of the country, impacts how geofencing works? · Now we'd also like to hear from both of you, what's the one online resource, tool, website or application that you absolutely cannot live without in your business? · Can you also share with me maybe one or two books that you've read? It could be a book that you read recently, or even one that you read a very long time ago, but it has had a great impact on you, whether personally or professionally. · Now, can you also share with our listeners, what's the one thing that's going on in your lives right now that you are really excited about, either something you're working on to develop yourself or your people. · Where can listeners find you online? · Now, we always like to wrap our episodes up by asking our guests, do you have a quote or a saying that during times of adversity or challenge, you'll tend to revert to this quote if for any reason you get derailed or you get off track, the quote kind of helps to get you back on track. Do you have one of those? Highlights Barbara and Ernesto's Journey Me: Now, we always like to ask our guests in their own words, if you could share a little bit about your journeys, how you got from where you were to where you are today?    Barbara Wardell: Barbara shared that she and Ernesto met during Covid at a Halloween party, believe it or not, before they started their company together, they became friends. And her journey is she's a mom of two, and she was in the medical industry, specialty medicines for a long time, and then Covid hit, and then she and Ernesto met at a Halloween party, became friends, and then they started Cullari & Wardell, a geofencing ad agency, and a little over two years, they've been killing it, so growing small businesses. So, they're really lucky to do that.  Ernesto Cullari: Ernesto stated that as Barbara said, they met during Covid, they both have a medical background. For years, he was a Surgical OR Med Rep, so he would be working in the operating room with physicians utilizing novel technology to do abdominal body wall repair, post breast reconstruction after cancer and things like that. During the day, he moonlit as a professional songwriter, so he had songs on Disney radio, country radio, that he wrote for other artists. And along that journey, he became a songwriter. So, the mystery during his creative time was always wondering how to sort of growth hack, how to break an artist out into the mainstream. And they had a lot of success doing that. Paulie Litt from the show Hope & Faith, ended up having a number one song on Disney radio, which they wrote for him, and then had a top 100 song, and then top 15 country music song that he wrote for an artist named Bailey Grey.  And so, it does lead them up to Covid, because when Covid struck, part of their content, so he got more into advertising and marketing, and a lot of their clients just dropped off. And the problem that needed to be solved was how do you rebuild foot traffic, particularly in a market where the government won't let you open, when they do let you open, people are going to be slow to come back to retail. So, what do we do? So, putting that growth hacker hat back on to when he was a songwriter, he looked into geofencing, and that was about 4 years ago, and then 2 years into his journey of mastering, doing his 10,000 hours of studying geofencing technology, he and Barbara met, and it became a passion of theirs, and throughout their conversation, to help small businesses, to help them bring people back in.  People like the retail experience, people like the in-person experience, and geofencing is a powerful tool that uses satellite technology to draw virtual fences around locations of interest. It could be your competitors, and they use that to capture their devices to send ads to their devices when they come into one of their locations after seeing one of your ads, the satellite pings them and alerts them that a new GPS verified visit has taken place. And he and Barbara do about 5000 satellite verified visits in the US, Canada and Australia every month.    What is Geofencing? Me: Now, for those of our listeners that are tapping into this episode when it's broadcasted and they're getting a chance to listen into this awesome content, can you share with them in the most simplest layman terms, what exactly is geofencing?   Ernesto Cullari: stated that in the simplest terms, it is a form of advertising that uses your phone and when you walk into a location that they've identified with a satellite, he's drinking a cup of coffee at a coffee shop that he bought it at. And then in his surrounding areas, there's about 7 other coffee shops. Well, if he wants to show why he's better, he would use geofencing to draw a virtual fence around his competition. Once someone walks into a competing coffee shop with their mobile device, he can then capture their device and then send ads to their device. And the wonderful part is, is when after seeing his ad, come back to his coffee shop, he could say, “Wow, because of my ads, because I used geofencing to target their devices in my competition stores, I've therefore just measured 50 visits this month.”  So, it's critical because none of us are made of money, and advertising dollars for the small business is scarce, so we want to use our money wisely. And big companies like Chipotle, Chipotle, by the way, the CEO of Chipotle just got hired at Starbucks.   Me: I saw that yesterday.   Chipotle during Covid, utilized, he thinks it was one of their vice presidents came up with this idea, “Hey, let's use geofencing. I heard it works.” Well, during Covid, Chipotle was able to triple their curb side pickup from using geofencing. They saw where other people were picking up food, and then they decided to target those locations and let them know that, “Hey, Chipotle has curb side pickup.” So, Chipotle did so well that Starbucks needs to learn from them. As you know, a lot of Starbucks locations have been closing throughout the country, and they picked off talent from Chipotle, and he has no doubt that that talented team is going to be helping Starbucks turn around, but geofencing is part of that story.   Me: So, now our listeners have a good idea of what geofencing is and also what your organization does.   How Does Using GeoFencing as a Marketing/Advertising Tool Affect CX? Me: Now let's tie all of that back into the customer experience, right? Because we're all about navigating the customer's experience. So, you have marketed and advertised to the organizations to say, hey, you can come to this organization based on the geofencing marketing initiatives that you've put in place. Now, can you share with me how it is that the customer experience is addressed in this for example, like with your clients, because I find, for example, people spend a lot of money on marketing and advertising, not sure what the cost point is for geofencing compared to traditional media like the radio or newspaper, if it's significantly cheaper. But I find that a lot of times, organizations heavily invest in marketing, but then when the person comes to the organization to do business, case in point, let's say you visited Starbucks, and you had to wait for 20 minutes just to get a cup of coffee. You're extremely frustrated, because it's just a small item, you should be in and out in the shortest possible time. How do you tackle that with your clients? Is that something that you deal with as well?  Barbara Wardell: shared that for their end, it's the advertising end, they don't deal with the customers per se. The places that people go with their smartphones is indicative highly of the products that they buy. So, when they go into a geofence, what they see is they're open on an app, because they're on apps or on the wide-open web, they're not on Facebook, Instagram, Google. So, when they actually go into that geofence and they're on an app, they will see an ad for one of their customers, and from that, if they toggle it or click it, they will see a map how to get there. Once they go into that store, whether it's that day or 90 days later, the satellite will ping them. So, that part is their end. What they go into the store is on the customer itself of how they treat their customer. And Ernesto has some insight on that as well.  Ernesto Cullari: shared that when they do a consultation with a client, one of the first things they ask, they're one of the largest advertisers for laundromats in the world, so small business owners have discovered that owning a laundromat is a very good business, you're serving your community, you're providing a great service, but it's very important to set up realistic expectations. So, he and Barbara, when they consult a company, they want to find out even,  “What kind of doors you have?” “Do you have doors that are particularly when moms and dads are coming in with their kids, are the doors automatic? Are they wide doors?” “Are you operating new machines?”  Because they want to set up realistic expectations for the end consumer. So, when they work with one of their clients, they do ask them how their operations run. They've been very fortunate to attract top operators in communities across the US, but when it comes to restaurants and spirits companies and hotels and HVAC and doctors and things like that, service providers, they do want to make sure that the product that they say they're offering is the end user experience that the customer has. But as Barbara said, it's not their responsibility to make sure they do operations well, but they advise them, “Hey, get your operations down, and let's make sure the promise that we give is matched with the in-store experience.” Barbara Wardell: shared that that's something they think that is very important. So, that's why they do a lot of research before they take on a client. They ask them a lot of questions to make sure that they're doing what they're promising in their ads, because you don't want that customer to come in and say, “Okay, this is not what the promise was, right?” Then they won't come back.  Ernesto Cullari: shared that they're concerned about their numbers; in order to do well for you, they need to be telling the truth. There needs to be truth in advertising, and they don't want their numbers as a company to be impacted because they're committed to delivering as much as 5000 visits a month, and if their clients are not on their end, providing the proper customer experience, it does impact him and Barbara. So, they're very competitive, they want to make sure they uphold the things that they say they're going to do, and they tend to advise their clients 100% of the time to do the same to make sure they're matching the experience with their ad promise.   The Impact of Geofencing Me: So, in the feedback that you just provided, it got me thinking to the fact that, do you find geofencing it's most effective or impactful based on your geographical location. So, is it that you primarily operate in the United States, in North America? And do you find that geofencing would be different based on, let's say, a customer who is in Nigeria, in Africa, or a customer who is in Kingston, Jamaica, in the Caribbean? Do you find that the behaviour based on the geographic location or even the culture of the country, impacts how geofencing works? Is that data that you're able to provide as well to the clients?   Barbara Wardell: Yes. So, they're right now in Australia, Canada and the United States, and there is a culture difference when you advertise in a different country, they found that a lot has to do, they do a lot of studies before they break into another country, to make sure that they understand the behaviours and kind of they do a listening device that kind of listens to the area to see, because they track mobile foot traffic, right? So, that's one of the things that they do to work on their geofencing, so they already know when they go into that area, what the culture is like, and also talking to the customer as well to understand the area. And also, they do a listening device or a foot traffic study to understand the area that they're targeting.  Ernesto Cullari: Agreed, Barbara said it perfectly. They do set up listening campaigns, and it's basically a beacon to measure, he'll give you an example, Australia, for listeners that haven't been there, he and Barbara have not been there, but when they look at it via satellite, you have these communities that are densely populated, and then you have hundreds of 1000s of acres of wide open space. So, they really need to do due diligence and measure the amount of devices that are available in an area before they market to them. So now, they haven't tested yet whether this works in Africa or South Africa, but right now, they're for sure it works all throughout Asia and it's a matter of so say, Nigeria, for example, they would have to set up a listening campaign, they would have to measure the amount of devices that are available and then determine what kind of devices are they. Are they iPhones, Samsungs and Androids, or are they flip phones and some other mixture of devices and that will impact what kind of the ads they use.   Me: All right. So, that definitely answers my question, and I think it will help to guide the listeners as well in terms of if they're small business owners, or even working in organizations with small business owners that they can definitely identify if this is something that would benefit them and benefit creating more traffic for their organization, generating more customers and hopefully impacting their customer experience.   App, Website or Tool that Barbara and Ernesto Absolutely Can't Live Without in Their Business Barbara Wardell: When asked about online resource that they cannot live without in their business, Barbara stated that she thinks it's the foot traffic study only because it gives them a lot of information before they even launch a campaign for any one of their customers. It is something that they can see a half hour before and a half hour after the customers, where they go from that that area, or that specific customer, and also for a year, they can go back for a year to look at that traffic and see where those customers go. Ernesto Cullari: He thinks for himself, he has his hand in a lot of working on the creatives for clients. And even though there are wonderful platforms out there, like the whole Adobe Suite, which includes Premier, Photoshop, Lightroom and all that, and Adobe Illustrator, and he thinks they're all great. But he likes the prosumer which are applications that anybody off the street could use. So, if you're a small business owner or even a big business owner, and you want an application where you don't need to go to your team or your assistant, you want to be able to do something yourself, Canva is a wonderful platform that he has actually, when he works in Canva after working in something like Adobe, his turnaround time sometimes in Canva is so much quicker because it's made for dummies. Canva is made for dummies. So, he loves Canva, and also, they manage designers, and those designers, they work in Creatopy, again, so that's a prosumer, anybody off the street could use that website, it makes great looking html5 ads. And again, as someone who manages creatives, if he doesn't like something, can go into Creatopy, and he could fix it himself. So, he thinks no matter where you are in your journey as a business owner, whether you manage a fortune 100 company and you have to deal with your admin, your marketing men and women, or you own a small business and you have to do it yourself, or you're hiring an agency like them, Canva and Creatopy, in addition to the Adobe Creative Suite, are just wonderful platforms.   Books that Have Had the Biggest Impact on Barbara and Ernesto Ernesto Cullari: When asked about books that have had an impact, Ernesto shared that he read Confessions of an Advertising Man by Ogilvy, which he thinks is one of the greatest books on advertising you can read. But also, it's not just advertising, it's in general, if you're someone who needs to communicate to the masses or to discrete audiences, small audiences, learning the art of communication is important, and he thinks Confessions of an Advertising Man, he have found invaluable.  In addition to Sun Tzu's Art of War, sometimes you have to crush your competition, and you have to be able to have the stomach for it, and strategy is necessary. And Sun Tzu's The Art of War he would also say. And then the Bible.  Barbara Wardell: She has to say one of her favorite is Wabi Sabi Love, it's about being in the present and appreciating everything that's in your life at that moment, because it could be gone tomorrow, and she's had that experience, she's read a ton of marketing books, but that's one that's close to her heart.  Ernesto Cullari: He shared that Yanique asked earlier about cost effectiveness, and the cost per acquisition and things like that. How does this compare to other forms of advertising? So, he's sure a lot of listeners out there have for various reasons, could be for charity, could be for advertising, could be for marketing. They've engaged in Facebook, Google advertising to promote an event or product. So, he can tell you, doing the engagement using Facebook and then starting with other forms of advertising since then, and he can tell you that geofencing, pound per pound is the Mike Tyson, is the absolute Mike Tyson of advertising. Everyone else is a lightweight. There is no censorship.  So, if you run political ads, you will face no censorship of any sort on the geofencing side, unlike Facebook and Google, who will silence you if they don't agree with your viewpoints. And in terms of reach and measurement, dollar for dollar, there's just nothing as effective as geofencing.  So, on a $500, he doesn't recommend only spending this, but on a $500 budget per month, you can end up with 20 people coming through your door. I do recommend for five-mile radius that you spend at least $1,000 on your market, that way, if you know the cost per customer, meaning how much money your average customer spends, you have the opportunity to 10 to 30x your return on investment depending on what the value of a new customer is for you.  In some of their verticals that they work with, the value of a new customer is $40,000 so on the $1,000 ad spend, if you gain one new client a month, that's a quite impressive return on investment. For other clients they have in the laundry industry, some of their clients are worth 1200 to 2500 a year. So, if they send the 30, 40, 50 customers a month, then that again, is quite a handsome return on investment, agreed.    What Barbara and Ernesto is Really Excited About Now! Barbara Wardell: When asked about something that they are really excited about, Barbara shared that they just launched which they're really excited about, their dashboard for their clients so that they can go in and see the reporting instead of them emailing them their reports, so now that they can go into the system and actually on their time and actually look at and see their results of their campaign.  Ernesto Cullari: He shared that he's excited about he and Barbara just got finished running a fundraiser from his mother's orphanage in the Philippines. She operates what's called Street Kids Philippine Missions, and she's been there for 15 years with her husband, Matt, and they have rescued kids that were in danger of being sex trafficked, that were eating out of garbage cans, that were basically destitute. And it's their 15th year, they just successfully raised $20,000 and that was simply an online campaign where they used their podcasting studio to talk about what his mom does, and Matt does there. And they're pretty proud of being able to use their resources to help kids that face sex trafficking that would otherwise be destitute. And he would say he's most happy and proud about that development.   Where can listeners find you online? Website – www.cullarimedia.com   Quote or Saying that During Times of Adversity Barbara and Ernesto Uses Ernesto Cullari: When asked about a quote to they tend to revert to, Ernesto shared from The Art of War, “He whose forces are of one mind will be victorious.”  Barabra Wardell: She shared that mainly, she always tells herself to be in the present moment and not get sidetracked by other things that are going on. But she can't think of a quote right now.   Me: Thank you so much for taking time out of your very busy schedules and hopping on our podcast and sharing all of these great insights as it relates to geofencing and the impact that it can have on 10x'ing your business, getting new clients, the advantage that it has over traditional media, advertising and just the opportunity for you to understand your customer base a little bit more, get an idea of where they're coming from and why they're coming to you, so you can continue to build on that and even exceed their expectations. So, I think it was a great conversation, and I just wanted to extend my deepest gratitude to you both.    Please connect with us on Twitter @navigatingcx and also join our Private Facebook Community – Navigating the Customer Experience and listen to our FB Lives weekly with a new guest   Links •    Confessions of an Advertising Man by Dave Ogilvy •    The Art of War by Sun Tzu   The ABC's of a Fantastic Customer Experience Grab the Freebie on Our Website – TOP 10 Online Business Resources for Small Business Owners  Do you want to pivot your online customer experience and build loyalty - get a copy of “The ABC's of a Fantastic Customer Experience.” The ABC's of a Fantastic Customer Experience provides 26 easy to follow steps and techniques that helps your business to achieve success and build brand loyalty. This Guide to Limitless, Happy and Loyal Customers will help you to strengthen your service delivery, enhance your knowledge and appreciation of the customer experience and provide tips and practical strategies that you can start implementing immediately! This book will develop your customer service skills and sharpen your attention to detail when serving others. Master your customer experience and develop those knock your socks off techniques that will lead to lifetime customers. Your customers will only want to work with your business and it will be your brand differentiator. It will lead to recruiters to seek you out by providing practical examples on how to deliver a winning customer service experience!

New on the Relentless CEO Podcast! Join Adam Kifer as he explores essential reads for every business leader. Discover transformative books like "Profiles of Power and Success" that illustrate Walt Disney's resilience and "Buy Back Your Time" for mastering time management. Each book is packed with actionable insights to implement into your daily leadership practice. Why read aimlessly when you can read with purpose? Enhance your emotional intelligence and embody the perseverance described in Tim Grover's "Winning." Each recommended book is a tool to refine your leadership journey. Explore these impactful reads: - Profiles of Power and Success: https://www.amazon.com/Profiles-Power-Success-Gene-Landrum/dp/1573920525 - 13 Fatal Errors Managers Make and How You Can Avoid Them: https://www.amazon.com/Fatal-Errors-Managers-Make-Avoid/dp/0425096440 - Emotional Intelligence 2.0: https://www.amazon.com/Emotional-Intelligence-2-0-Travis-Bradberry/dp/0974320625 - Winning: The Unforgiving Race to Greatness: https://www.amazon.com/Winning-Unforgiving-Race-Greatness-Grover/dp/1982168862 - Confessions of an Advertising Man: https://www.amazon.com/Confessions-Advertising-Man-David-Ogilvy/dp/190491537X - Buy Back Your Time: https://www.buybackyourtime.com/ - The High Performance Planner: https://www.highperformanceplanner.com/ Dive into these curated resources to not only read about leadership but live it. Tune in now for a masterclass in personal and professional growth.

Ainda se pode falar de Óscares, certo? Recebemos esta sugestão de uma ouvinte e não fomos a tempo de coordenar agendas com a cerimónia original, mas aqui estão eles. De Autor Revelação a Melhor Guarda-Roupa, há muitas categorias e ainda mais surpresas. Livros mencionados neste episódio: - Sinais de Fumo, Alex Couto (1:57) - A Maldição de Rosas, Diana Pinguicha (3:15) - Book Lovers, Emily Henry (5:58) - Hello Beautiful, Ann Napolitano (6:01 & 21:20 & 21:58) - The Storied Life of A.J. Fikry, Gabrielle Zevin (6:04) - In Memoriam, Alice Winn (6:17 & 21:39 & 32:35 & 38:08) - The Wolf Den & The House With the Golden Door, Elodie Harper (6:42) - E Se Eu Morrer Amanhã?, Filipa Fonseca Silva (6:56) - The Invisible Life of Addie LaRue, V. E. Schwab (7:08) - The Dutch House, Ann Patchett (7:11) - Business or Pleasure, Rachel Lynn Solomon (8:49) - You and Me on Vacation, Emily Henry (8:52 & 33:42) - The Love Wager, Lynn Painter (8:55) - City of Girls, Elizabeth Gilbert (8:57 & 18:51) - Queenie, Candice Carty-Williams (9:22) - My Sister, the Serial Killer, Oyinkan Braithwaite (9:26) - The Switch, Beth O'Leary (9:33) - Our Wives Under the Sea, Julia Armfield (9:39) - Ask Again, Yes, Mary Beth Keane (10:30 & 21:11) - Boys Don't Cry, Fíona Scarlett (11:24) - Done and Dusted, Lyla Sage (13:45) - Beautiful Ruins, Jess Walter (13:49 & 17:43) - Boy Parts, Eliza Clark (13:51) - Other People's Clothes, Calla Henkel (13:53) - Daisy Jones and The Six, Taylor Jenkins Reid (15:37) - Felix Ever After, Kacen Callender (15:50) - Ready Player One, Ernest Cline (16:07) - Anatomy, Dana Schawrz (16:20) - You Again, Kate Goldbeck (17:58) - Love in the Big City, Sang Young Park (18:08) - All the Lovers in the Night, Mieko Kawakami (18:25) - The Song of Achilles, Madeline Miller (19:10 & 32:12) - Where the Crawdads Sing, Delia Owens (19:44) - Malibu Rising, Taylor Jenkins Reid (20:04) - We All Want Impossible Things, Catherine Newman (21:44) - Remarkably Bright Creatures, Shelby Van Pelt (21:55) - A História de Roma, Joana Bértholo (22:00) - The Dinner List, Rebecca Serle (22:03) - Silver Nitrate, Silvia Moreno-Garcia (23:20) - Songs in Ursa Major, Emma Brodie (23:44) - The Shelf, Helly Acton (24:04) - You Made a Fool of Death with Your Beauty, Akwaeke Emezi (24:53) - Encontro, Natasha Brown (25:13) - She and Her Cat, Makoto Shinkai & Naruki Nagakawa (25:42) - Maybe You Should Talk to Someone, Lori Gottlieb (26:52) - Confessions of an Advertising Man, David Ogilvy (27:08) - I Am, I Am, I Am, Maggie O'Farrell (27:22) - What My Mother And I Don't Talk About, Editado por Michele Filgate (27:29) - A Day in the Life of Abed Salama, Nathan Thrall (28:04) - Educated, Tara Westover (29:32) - Invisible Women, Caroline Criado Perez (29:56) - In the Dream House, Carmen Maria Machado (30:46) - Normal People, Sally Rooney (33:00 & 33:36) -Talking at Night, Claire Daverley (33:04) -Swimming in the Dark, Tomasz Jedrowski (33:54) - This is How You Lose the Time War, Amal El-Mohtar & Max Gladstone (34:00) - Snowflake, Louise Nealon (35:47) - The Great Believers, Rebecca Makkai (36:06) - Autumn, Ali Smith (36:21) - As Primas, Aurora Venturini (36:34) - True Biz, Sara Nović (37:25) - All My Rage, Sabaa Tahir (38:26) - Piranesi, Susanna Clarke (39:01) ________________ Enviem as vossas questões ou sugestões para livratepodcast@gmail.com. Encontrem-nos nas redes sociais: www.instagram.com/julesdsilva www.instagram.com/ritadanova twitter.com/julesxdasilva twitter.com/ritadanova Identidade visual do podcast: da autoria da talentosa Mariana Cardoso, que podem encontrar em marianarfpcardoso@hotmail.com. Genérico do podcast: criado pelo incrível Vitor Carraca Teixeira, que podem encontrar em www.instagram.com/oputovitor.

You could say that the marketing field is going through exciting times right now. But you shouldn't say that everything's rosy. Here are examples of issues we're grappling with: The use of SaaS by Marketing may have freed us from being chained to the IT department, but after 25 years of binge buying all these point solutions, we're saddled with loads of Technical debt, and the order to repatriate customer data from all these servers.  CMOs are tasked so much with explaining technology out there, much of their time is used up by the C-Suite's questions, leaving little time for them to manage marketing. There's the question of whether the agency-client relationship will survive with AI. Some say brands won't need an agency as they will generate their own creative. Agencies like Publicis, who've poured huge sums into their media-platform CoreAI that monitors billions of consumer signals and can inform what ads should be made, when & where.  Because our field doesn't have standardized accreditation, our terminology isn't  uniform, and we make dialects for our company or industry. How's that working for us? About as well as it did for those building the Tower of Babel. My guest is Myles Younger, Head of Innovation and Insights at U of Digital. Since graduating from Northeasters 20 years ago, he's been up and down the marketing industry block. He was a client-side marketer in the tech and financial services sectors, He founded and led an adtech company, Canned Banners, that was acquired. He worked as a VP at data consultancy  MightyHive which became Media.Monks.  He is in a new role now at U of Digital, spearheading this education thought leadership to expand the company's educational offerings across different formats, learners, and markets  To me, he's something of a modern-day David Ogilvy, who wrote his thoughts on his industry back in the day, in a book called “Confessions of an Ad Man”. Myles is just as outspoken on digital media and advertising topics, and the opinions he voices in trade publications and podcasts can come across as prophecies about this industry and sometimes pleas for how it could be better.  I caught up with him in Portland, OR, where he lives with his wife and three kids. Timestamp/Chapters 0:00:00 Intro 0:03:25 Welcome Myles 0:04:55 Continuum of approaches to privacy 0:07:58 Our reliance on ad tech; its future 0:20:56 We can only go as fast as our people can 0:24:53 Tech debt we've brought on ourselves 0:31:50 PSA 0:32:37 Changes impacting platforms & ad agencies 0:42:44 Platforms exploiting advertisers in the name of Al 0:48:27 The good & bad of using their Cloud offerings 0:52:32 Best reaction is educating ourselves 1:00:00 How to reach out to Myles   Links to all People/Products/Concepts mentioned in the show appear within the Funnel Reboot site on Ep 184's shownotes page.  

Chapter 1 What's Confessions of an Advertising Man Book by David Ogilvy"Confessions of an Advertising Man" is a book written by David Ogilvy, who is widely regarded as one of the pioneers of modern advertising. First published in 1963, the book provides insights into Ogilvy's career in the advertising industry, as well as his views on advertising and marketing principles. It covers various aspects of advertising, including creating successful campaigns, managing clients, and understanding consumer behavior. The book is considered a classic in the field of advertising and has been influential in shaping the strategies and practices of many advertising professionals.Chapter 2 Is Confessions of an Advertising Man Book A Good BookYes, Confessions of an Advertising Man by David Ogilvy is widely regarded as a classic in the field of advertising and marketing. It provides valuable insights and practical advice for anyone interested in the industry. Ogilvy's writing style is engaging, and his experiences and perspectives are highly informative. Whether you are a professional in advertising or just interested in the subject, this book is considered a must-read.Chapter 3 Confessions of an Advertising Man Book by David Ogilvy Summary"Confessions of an Advertising Man" is a book written by David Ogilvy, often referred to as the "Father of Advertising," in 1963. In this book, Ogilvy shares his personal experiences and insights into the advertising industry, offering valuable advice and guidance to aspiring advertisers and business owners.The book is divided into various sections, with each section covering different aspects of advertising. Ogilvy starts by discussing the importance of research and how it lays the foundation for successful advertising campaigns. He emphasizes the need to understand consumer behavior, conduct market research, and use data effectively to create impactful advertisements.Ogilvy then dives into the creative side of advertising, offering tips on creating compelling copy and designing effective layouts. He emphasizes the importance of storytelling and how a well-crafted narrative can engage and captivate the audience. Ogilvy also provides guidance on how to write persuasive headlines and create memorable slogans that resonate with consumers.In addition to the creative process, Ogilvy also shares insights into managing an advertising agency. He discusses the importance of leadership, teamwork, and fostering a creative environment within the agency. He also provides advice on how to effectively manage client relationships and maintain a successful client-agency partnership.Throughout the book, Ogilvy also reflects on the ethical aspects of advertising, emphasizing the importance of honesty and transparency in advertising campaigns. He criticizes misleading and manipulative advertising techniques and advocates for creating advertisements that genuinely inform and benefit consumers."Confessions of an Advertising Man" was a groundbreaking book when it was first published, and it continues to be a highly influential resource in the advertising industry. Ogilvy's personal anecdotes and practical advice offer valuable insights into the world of advertising and provide a timeless guide for aspiring advertisers and business owners. Chapter 4 Confessions of an Advertising Man Book AuthorDavid Ogilvy, the author of "Confessions of an Advertising Man," was a renowned British advertising executive and copywriter. He released the book in 1963. Apart from "Confessions of an Advertising Man," Ogilvy also wrote other...

In this week's episode of the "Become a Writer Today" podcast, we're diving into the world of copywriting books that every aspiring writer must read!

What I learned from reading ⁠Frederic Goudy⁠ Frederic Goudy was the most famous type designer in the world, the designer of over 100 different typefaces, the author of a number of published works, and a public lecturer and teacher. Join me in this conversation as we study the life, work, and mind of Frederic Goudy. --- (2:52) ⁠"Why Designers Can't Think"⁠ by Michael Bierut (5:36) Goudy's design philosophy (8:18) Titans episodes ⁠#1 (Jan Tschichold)⁠ and ⁠#2 (Paul Renner)⁠ (9:39) Goudy's Deepdene typeface (12:12) Goudy's critique of the types of the past (15:15) ⁠Call Sign Chaos: Learning to Lead⁠ by Jim Mattis (25:02) ⁠Confessions of an Advertising Man⁠ by David Ogilvy (26:58) Goudy meets Will Bradley, leading Art Nouveau Illustrator and the highest-paid American commercial artist (28:14) Goudy's first introduction to The Kelmscott Press and ideas of William Morris as well as Charles Ricketts and Charles James Cobden-Sanderson, who all became large sources of inspiration for Goudy's work (30:00) Frederic and Bertha get married and begin a long career together (31:40) Jeff Bezos on the "smartest people" in ⁠interview with Inc.⁠ (36:51) Goudys move to Hingham (38:02) The Goudys are joined in Hingham by ⁠W. A. (Billy) Dwiggins⁠, originator of the term "graphic design" (40:43) Goudy meets ⁠Mitchell Kennerley⁠ (42:02) The Village Press destroyed by first fire (44:06) Goudy visits England for the first time (44:58) The Goudys take a second trip to Europe, which changes Frederic's life (46:40) ⁠Setting the Table⁠ by Danny Meyer, founder of Shake Shack (48:17) Goudy now an expert in type design (50:34) Goudys move again to Deepdene Road in Forest Hills Gardens, Queens (52:39) Goudy as genius designer and master marketer (53:56) Goudy wins AIGA Gold Medal and begins to receive criticism (56:21) Goudys move yet again to house and adjoining mill at Marlboro-on-Hudson, naming the location Deepdene, after their previous residence street (1:01:03) Goudy's final works, A Half-Century of Type Design and Typography: ⁠Volume 1⁠, ⁠Volume 2⁠

Patrick Donley (@JPatrickDonley) sits down with Mitchell Baldridge to chat about his thesis of buying a business, buying real estate, employing tax strategies, enjoying the cash flow, and paying little to nothing in taxes. You'll also learn in more detail about the tax benefits of owning a small business, why a cost segregation study makes sense, what it has been like launching several new companies, and how Twitter has accelerated his career by decades.Mitchell Baldridge is a Certified Public Accountant and Certified Financial Planner with vast experience in corporate accounting, business advisory, and financial planning. His passion is building lifelong relationships with business owners to help them thrive. He founded Baldridge Financial in 2014 to realize his dream of helping business owners achieve their financial goals.He's also involved in several other businesses including Better Bookkeeping, RE Cost Seg, and Tax Credit Hunter. IN THIS EPISODE, YOU'LL LEARN:00:00 - Intro02:40 - What Mitchell's thesis is for wealth and tax optimization.04:48 - What a Real Estate Professional is.06:39 - What the tax benefits of owning a small business are.09:50 - What the different retirement plans are that solopreneurs can take advantage of.12:40 - What is qualified business income?14:55 - Why it is important to stay current on the tax codes.15:36 - What are the benefits of cost segregation?29:30 - How Mitchell teamed up with Nick Huber and what their competitive advantages are.32:06 - How Mitchell got Better Bookkeeping started.44:02 - Why the distribution Twitter provides has been so critical to his success.49:42 - What lessons he learned from Sam Zell.51:41 - What are the two questions he asks before pursuing an opportunity?59:01 - How he would spend $1000 if he was starting a new business.*Disclaimer: Slight timestamp discrepancies may occur due to podcast platform differences.BOOKS AND RESOURCESThe Everything Guide to House Hacking by Robert Leonard.Smart Friends podcast.Related Episode: Listen to REI173: The Power of Cost Segregation w/ Yonah Weiss or watch the video here.The Goal by Eliyahu Goldratt.The Power Broker by Robert Caro.Kevin Kelly's 1000 True Fans.The General Ledger newsletter.The Almanack of Naval Ravikant by Eric Jorgenson.Unreasonable Hospitality by Will Guidara.Shoe Dog by Phil Knight.Scaling Up Compensation by Verne Harnish.Who Is Michael Ovitz? by Michael Ovitz.Confessions of an Advertising Man by David Ogilvy.Better Bookkeeping.Cost Segregation - https://recostseg.com.NEW TO THE SHOW?Check out our Millennial Investing Starter Packs.Browse through all our episodes (complete with transcripts) here.Try Robert's favorite tool for picking stock winners and managing our portfolios: TIP Finance.Enjoy exclusive perks from our favorite Apps and Services.Stay up-to-date on financial markets and investing strategies through our daily newsletter, We Study Markets.Learn how to better start, manage, and grow your business with the best business podcasts.P.S The Investor's Podcast Network is excited to launch a subreddit devoted to our fans in discussing financial markets, stock picks, questions for our hosts, and much more! Join our subreddit r/TheInvestorsPodcast today!SPONSORSGet a FREE audiobook from Audible.Be confident that you'll be small businessing at your best with support designed to help you reach your goals. Book an appointment with a TD Small Business Specialist today.Return to the all-access world of the rich and powerful. Don't miss new episodes of Billions streaming August 11th on the Paramount Plus with Showtime plan.Get a customized solution for all of your KPIs in one efficient system with one source of truth. Download NetSuite's popular KPI Checklist, designed to give you consistently excellent performance for free.Learn from the world's best minds - anytime, anywhere, and at your own pace with Masterclass. Get 15% off an annual membership today.Make investing in Short Term Rentals aka Air-BNBs simple, passive, and profitable with Techvestor. Listeners of Millennial Investing get better terms by just mentioning "Millennial Investing!" Sign up and book your call with their Investor Relations Team to get started today.Support our free podcast by supporting our sponsors.Connect with Patrick: Twitter Connect with Mitchell: Twitter | WebsiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Get ready to unlock the wisdom of David Ogilvy, a titan in the world of modern advertising, and let his lessons elevate your approach to work and life. Brace yourself as Mike dissects his seminal work, Confessions of an Advertising Man, and uncover how to harness your first-class mind and deliver concise, impactful communication. Mike discusses how the art of storytelling resonates with your audience and the power of simplification for success. Ogilvy's insights will have you reshaping your everyday practices, from getting rid of negativity in your team to establishing yourself as a commanding authority in your field.Here's your chance to take a deep dive into David Senra's Simply Founders podcast that brings to light the stories of diverse founders, including Ogilvy. Sink into the 20 remarkable lessons from Ogilvy's book and the masterful ad campaigns of Rolls Royce and Dove Soap that made advertising history. Mike explores doing first-class business, the fallacy of committee-led innovation, and the principles of effective advertising. What's more, you'll learn the vital traits of exceptional leaders and the significance of keeping promises. So, brace yourselves for Ogilvy's unconventional perspective on truth and genius. And don't forget to sign up for Mike's weekly newsletter to stay on the path of greatness maximization.To Connect with Mike: Website LinkedIn Instagram Twitter YouTube Coaching Get Mike's book: Owner Shift Please LIKE

Get ready to unlock the wisdom of David Ogilvy, a titan in the world of modern advertising, and let his lessons elevate your approach to work and life. Brace yourself as Mike dissects his seminal work, Confessions of an Advertising Man, and uncover how to harness your first-class mind and deliver concise, impactful communication. Mike discusses how the art of storytelling resonates with your audience and the power of simplification for success. Ogilvy's insights will have you reshaping your everyday practices, from getting rid of negativity in your team to establishing yourself as a commanding authority in your field.Here's your chance to take a deep dive into David Senra's Simply Founders podcast that brings to light the stories of diverse founders, including Ogilvy. Sink into the 20 remarkable lessons from Ogilvy's book and the masterful ad campaigns of Rolls Royce and Dove Soap that made advertising history. Mike explores doing first-class business, the fallacy of committee-led innovation, and the principles of effective advertising. What's more, you'll learn the vital traits of exceptional leaders and the significance of keeping promises. So, brace yourselves for Ogilvy's unconventional perspective on truth and genius. And don't forget to sign up for Mike's weekly newsletter to stay on the path of greatness maximization.To Connect with Mike: Website LinkedIn Instagram Twitter YouTube Coaching Get Mike's book: Owner Shift Please LIKE

What I learned from reading Creators: From Chaucer and Durer to Picasso and Disney by Paul Johnson. Join Founders AMAMembers of Founders AMA can:-Email me your questions directly (you get a private email address in the confirmation email) -Promote your company to other members by including a link to your website with you question -Unlock 27 Ask Me Anything (AMA) episodes immediately-Listen to new Ask Me Anything (AMA) episodes every week ---(3:30) Disney made use of the new technologies throughout his creative life.(4:45) Lists of Paul Johnson books and episodes: Churchill by Paul Johnson. (Founders #225) Heroes: From Alexander the Great and Julius Caesar to Churchill and de Gaulle by Paul Johnson.(Founders #226)Mozart: A Life by Paul Johnson. (Founders #240) Socrates: A Man for Our Times by Paul Johnson. (Founders #252) (5:55) Picasso was essentially self-taught, self-directed, self-promoted, emotionally educated in the teeming brothels of the city, a small but powerfully built monster of assured egoism.(7:30) Most good copywriters fall into two categories. Poets. And killers. Poets see an ad as an end. Killers as a means to an end. If you are both killer and poet, you get rich. — Confessions of an Advertising Man by David Ogilvy. (Founders #306)(10:00) Whatever you do, you must do it with gusto, you must do it in volume. It is a case of repeat, repeat, repeat. — Les Schwab Pride In Performance: Keep It Going! by Les Schwab. (Founders #105)(11:30) Picasso averaged one new piece of artwork every day of his life from age 20 until his death at age 91. He created something new every day for 71 years.(15:30) Power doesn't always corrupt. But what power always does is reveal. — Working by Robert Caro (Founders #305)(17:30) Many people find it hard to accept that a great writer, painter, or musician can be evil. But the historical evidence shows, again and again, that evil and creative genius can exist side by side in the same person. In my judgment his monumental selfishness and malignity were inextricably linked to his achievement.He was all-powerful as an originator and aesthetic entrepreneur precisely because he was so passionately devoted to what he was doing, to the exclusion of any other feelings whatever.He had no sense of duty except to himself, and this gave him his overwhelming self-promoting energy. Equally, his egoism enabled him to turn away from nature and into himself with a concentration which is awe-inspiring.(21:30) It shows painfully how even vast creative achievement and unparalleled worldly success can fail to bring happiness.(24:00) Walt Disney (at age 18) wanted to run his own business and be his own master. He had the American entrepreneurial spirit to an unusual degree.(27:00) Recurring theme: Knowing what you want to do but not knowing how to do it—yet.(26:20) All creative individuals build on the works of their predecessors. No one creates in vacuum.(28:30) Why Walt Disney moved to Hollywood: The early 1920s, full of hope and daring, were a classic period for American free enterprise, and for anyone interested in the arts—Hollywood was a rapidly expanding focus of innovation.(28:00) Filmaker episodes: Francis Ford Coppola: A Filmmaker's Life by Michael Schumacher. (Founders #242)Steven Spielberg: A Biography by Joseph McBride. (Founders #209)George Lucas: A Life by Brian Jay Jones. (Founders #35) (30:10) The relentless resourcefulness of a young Walt Disney!(34:30) This is wild: It is significant that Mickey Mouse, in the year of his greatest popularity, 1933, received over 800,000 fan letters, the largest ever recorded in show business, at any time in any century.(36:00) Something that Disney does his entire career —he has this in common with other great filmmakers— he is always jumping on the new technology of his day.(37:00) Lack of resources is actually a feature. It's the benefit. — Kevin Kelly on Invest Like the Best #334(38:45) Imagination rules the world. — The Mind of Napoleon: A Selection of His Written and Spoken Words edited by J. Christopher Herold. (Founders #302)(41:15) Disney put excellence before any other consideration.(41:45) Disney hired the best artists he could get and gave them tasks to the limits of their capacities.(47:45) Disney's Land: Walt Disney and the Invention of the Amusement Park That Changed the World by Richard Snow. (Founders #158)(49:30) I Had Lunch With Sam Zell (Founders #298)---Join Founders AMAMembers of Founders AMA can:-Email me your questions directly (you get a private email address in the confirmation email) -Promote your company to other members by including a link to your website with you question -Unlock 27 Ask Me Anything (AMA) episodes immediately-Listen to new Ask Me Anything (AMA) episodes every week ---Join my free email newsletter to get my top 10 highlights from every book---“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast

Founders ✓ Claim Key Takeaways  “The difference between one advertisement and another, when measured in terms of sales, can be as much as nineteen to one.” – David Ogilvy Pay peanuts and you get monkeys “I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb: Be happy while you are living because you are a long time dead.” – David OgilvyThe most important thing you will decide is what benefit to promise“You are not advertising to a standing army. You are advertising to a moving parade.” – David Ogilvy Most successful careers are built on isolated incidentsStudy the great work that came before you “I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.” – David OgilvyTolerate genius and do not strangle the goose that lays the golden egg Talent is most likely found among non-conformists, dissenters, and rebels“In the best companies, promises are always kept, whatever it may cost in agony and overtime.” – David Ogilvy Read the full notes @ podcastnotes.orgWhat I learned from reading Confessions of an Advertising Man by David Ogilvy. ----This episode is brought to you by Tiny: Tiny is the easiest way to sell your business. Tiny provides quick and straightforward exits for Founders. Get in touch by emailing hi@tiny.com----This episode is brought to you by Meter: Meter is the easiest way for your business to get fast, secure, and reliable internet and WiFi in any commercial space. Go to meter.com/founders----Listen to one of my favorite podcasts: Invest Like the Best----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----(4:15) When Fortune published an article about me and titled it: "Is David Ogilvy a Genius?," I asked my lawyer to sue the editor for the question mark.(4:45) The people who built the companies for which America is famous, all worked obsessively to create strong cultures within their organizations. Companies that have cultivated their individual identities by shaping values, making heroes, spelling out rites and rituals, and acknowledging the cultural network, have an edge(5:30) We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles. A blind pig can sometimes find truffles, but it helps to know that they grow in oak forests.(5:48) We hire gentlemen with brains.(6:16) Only First Class business, and that in a First Class way.(6:25) Search all the parks in all your cities; you'll find no statues of committees.(9:45) Buy Ogilvy on Advertising (10:45) One decent editorial counts for a thousand advertisements. + You simply cannot mix your messages when selling something new. A consumer can barely handle one great new idea, let alone two, or even several. — Against the Odds: An Autobiography by James Dyson (Founders #300)(15:22) It was inspiring to work for a supreme master. M. Pitard did not tolerate incompetence. He knew that it is demoralising for professionals to work alongside incompetent amateurs.(16:66) You have to be ruthless if you want to build a team of A players. It's too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players. The Macintosh experience taught me that A players like to work only with other A players, which means you can't indulge B players.(18:12) In the best companies, promises are always kept, whatever it may cost in agony and overtime.(18:33) I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.(19:38) I admire people who work hard, who bite the bullet.(19:58) I admire people with first class brains.(20:23) I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb, "Be happy while you're living, for you're a long time dead."(20:50) I admire self-confident professionals, the craftsmen  who do their jobs with superlative excellence.(21:40) The best way to keep the peace is to be candid.(23:18) That's been the most important lesson I've learned in business: that the dynamic range of people dramatically exceeds things you encounter in the rest of our normal lives—and to try to find those really great people who really love what they do.  —  Make Something Wonderful: Steve Jobs in his own words. (Founders #299)(24:39) The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century by Jeffrey L. Cruikshank and Arthur W. Schultz. (Founders #206)(25:09) Claude Hopkins episodes:My Life in Advertising by Claude Hopkins. (Founders #170)Scientific Advertising by Claude Hopkins. (Founders #207)(25:47) Talent is most likely to be found among nonconformists, dissenters, and rebels.(26:49) The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.(28:21) This podcast studies formidable individuals.(31:40) Samuel Bronfman: The Life and Times of Seagram's Mr. Sam by Michael R. Marrus. (Founders #116)(37:47) I doubt whether there is a single agency (or company) of any consequence which is not the lengthened shadow of one man.(39:51) Don't bunt. Aim out of the park. Aim for the company of immortals.(40:13) Most big corporations behave as if profit were not a function of time.When Jerry Lambert scored his first breakthrough with Listerine, he speeded up the whole process of marketing by dividing time into months. Instead of locking himself into annual plans, Lambert reviewed his advertising and his profits every month.The result was that he made $25,000,000 in eight years, where it takes most people twelve times as long. In Jerry Lambert's day, the Lambert Pharmaceutical Company lived by the month, instead of by the year.(41:30) The Mind of Napoleon: A Selection of His Written and Spoken Words edited by J. Christopher Herold. (Founders #302)(41:36) I am an inveterate brain picker, and the most rewarding brains I have picked are the brains of my predecessors and my competitors.(43:27) We make advertisements that people want to read. You can't save souls in an empty church.(44:05) You aren't advertising to a standing army; you are advertising to a moving parade.(45:13) The headline is the most important element in advertisements.(47:47) Runnin' Down a Dream: How to Succeed and Thrive in a Career You Love by Bill Gurley(48:15) Set yourself to becoming the best-informed man in the agency on the account to which you are assigned.If, for example, it is a gasoline account, read text books on the chemistry, geology and distribution of petroleum products. Read all the trade journals in the field. Read all the research reports and marketing plans that your agency has ever written on the product. Spend Saturday mornings in service stations, pumping gasoline and talking to motorists. Visit your client's refineries and research  laboratories. Study the advertising of his competitors. At the end of your second year, you will know more about gasoline than your boss.Most of the young men in agencies are too lazy to do this kind of homework. They remain permanently superficial.----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast 

Founders ✓ Claim Key Takeaways  “The difference between one advertisement and another, when measured in terms of sales, can be as much as nineteen to one.” – David Ogilvy Pay peanuts and you get monkeys “I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb: Be happy while you are living because you are a long time dead.” – David OgilvyThe most important thing you will decide is what benefit to promise“You are not advertising to a standing army. You are advertising to a moving parade.” – David Ogilvy Most successful careers are built on isolated incidentsStudy the great work that came before you “I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.” – David OgilvyTolerate genius and do not strangle the goose that lays the golden egg Talent is most likely found among non-conformists, dissenters, and rebels“In the best companies, promises are always kept, whatever it may cost in agony and overtime.” – David Ogilvy Read the full notes @ podcastnotes.orgWhat I learned from reading Confessions of an Advertising Man by David Ogilvy. ----This episode is brought to you by Tiny: Tiny is the easiest way to sell your business. Tiny provides quick and straightforward exits for Founders. Get in touch by emailing hi@tiny.com----This episode is brought to you by Meter: Meter is the easiest way for your business to get fast, secure, and reliable internet and WiFi in any commercial space. Go to meter.com/founders----Listen to one of my favorite podcasts: Invest Like the Best----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----(4:15) When Fortune published an article about me and titled it: "Is David Ogilvy a Genius?," I asked my lawyer to sue the editor for the question mark.(4:45) The people who built the companies for which America is famous, all worked obsessively to create strong cultures within their organizations. Companies that have cultivated their individual identities by shaping values, making heroes, spelling out rites and rituals, and acknowledging the cultural network, have an edge(5:30) We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles. A blind pig can sometimes find truffles, but it helps to know that they grow in oak forests.(5:48) We hire gentlemen with brains.(6:16) Only First Class business, and that in a First Class way.(6:25) Search all the parks in all your cities; you'll find no statues of committees.(9:45) Buy Ogilvy on Advertising (10:45) One decent editorial counts for a thousand advertisements. + You simply cannot mix your messages when selling something new. A consumer can barely handle one great new idea, let alone two, or even several. — Against the Odds: An Autobiography by James Dyson (Founders #300)(15:22) It was inspiring to work for a supreme master. M. Pitard did not tolerate incompetence. He knew that it is demoralising for professionals to work alongside incompetent amateurs.(16:66) You have to be ruthless if you want to build a team of A players. It's too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players. The Macintosh experience taught me that A players like to work only with other A players, which means you can't indulge B players.(18:12) In the best companies, promises are always kept, whatever it may cost in agony and overtime.(18:33) I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.(19:38) I admire people who work hard, who bite the bullet.(19:58) I admire people with first class brains.(20:23) I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb, "Be happy while you're living, for you're a long time dead."(20:50) I admire self-confident professionals, the craftsmen  who do their jobs with superlative excellence.(21:40) The best way to keep the peace is to be candid.(23:18) That's been the most important lesson I've learned in business: that the dynamic range of people dramatically exceeds things you encounter in the rest of our normal lives—and to try to find those really great people who really love what they do.  —  Make Something Wonderful: Steve Jobs in his own words. (Founders #299)(24:39) The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century by Jeffrey L. Cruikshank and Arthur W. Schultz. (Founders #206)(25:09) Claude Hopkins episodes:My Life in Advertising by Claude Hopkins. (Founders #170)Scientific Advertising by Claude Hopkins. (Founders #207)(25:47) Talent is most likely to be found among nonconformists, dissenters, and rebels.(26:49) The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.(28:21) This podcast studies formidable individuals.(31:40) Samuel Bronfman: The Life and Times of Seagram's Mr. Sam by Michael R. Marrus. (Founders #116)(37:47) I doubt whether there is a single agency (or company) of any consequence which is not the lengthened shadow of one man.(39:51) Don't bunt. Aim out of the park. Aim for the company of immortals.(40:13) Most big corporations behave as if profit were not a function of time.When Jerry Lambert scored his first breakthrough with Listerine, he speeded up the whole process of marketing by dividing time into months. Instead of locking himself into annual plans, Lambert reviewed his advertising and his profits every month.The result was that he made $25,000,000 in eight years, where it takes most people twelve times as long. In Jerry Lambert's day, the Lambert Pharmaceutical Company lived by the month, instead of by the year.(41:30) The Mind of Napoleon: A Selection of His Written and Spoken Words edited by J. Christopher Herold. (Founders #302)(41:36) I am an inveterate brain picker, and the most rewarding brains I have picked are the brains of my predecessors and my competitors.(43:27) We make advertisements that people want to read. You can't save souls in an empty church.(44:05) You aren't advertising to a standing army; you are advertising to a moving parade.(45:13) The headline is the most important element in advertisements.(47:47) Runnin' Down a Dream: How to Succeed and Thrive in a Career You Love by Bill Gurley(48:15) Set yourself to becoming the best-informed man in the agency on the account to which you are assigned.If, for example, it is a gasoline account, read text books on the chemistry, geology and distribution of petroleum products. Read all the trade journals in the field. Read all the research reports and marketing plans that your agency has ever written on the product. Spend Saturday mornings in service stations, pumping gasoline and talking to motorists. Visit your client's refineries and research  laboratories. Study the advertising of his competitors. At the end of your second year, you will know more about gasoline than your boss.Most of the young men in agencies are too lazy to do this kind of homework. They remain permanently superficial.----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast 

Founders ✓ Claim Key Takeaways  “The difference between one advertisement and another, when measured in terms of sales, can be as much as nineteen to one.” – David Ogilvy Pay peanuts and you get monkeys “I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb: Be happy while you are living because you are a long time dead.” – David OgilvyThe most important thing you will decide is what benefit to promise“You are not advertising to a standing army. You are advertising to a moving parade.” – David Ogilvy Most successful careers are built on isolated incidentsStudy the great work that came before you “I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.” – David OgilvyTolerate genius and do not strangle the goose that lays the golden egg Talent is most likely found among non-conformists, dissenters, and rebels“In the best companies, promises are always kept, whatever it may cost in agony and overtime.” – David Ogilvy Read the full notes @ podcastnotes.orgWhat I learned from reading Confessions of an Advertising Man by David Ogilvy. ----This episode is brought to you by Tiny: Tiny is the easiest way to sell your business. Tiny provides quick and straightforward exits for Founders. Get in touch by emailing hi@tiny.com----This episode is brought to you by Meter: Meter is the easiest way for your business to get fast, secure, and reliable internet and WiFi in any commercial space. Go to meter.com/founders----Listen to one of my favorite podcasts: Invest Like the Best----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----(4:15) When Fortune published an article about me and titled it: "Is David Ogilvy a Genius?," I asked my lawyer to sue the editor for the question mark.(4:45) The people who built the companies for which America is famous, all worked obsessively to create strong cultures within their organizations. Companies that have cultivated their individual identities by shaping values, making heroes, spelling out rites and rituals, and acknowledging the cultural network, have an edge(5:30) We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles. A blind pig can sometimes find truffles, but it helps to know that they grow in oak forests.(5:48) We hire gentlemen with brains.(6:16) Only First Class business, and that in a First Class way.(6:25) Search all the parks in all your cities; you'll find no statues of committees.(9:45) Buy Ogilvy on Advertising (10:45) One decent editorial counts for a thousand advertisements. + You simply cannot mix your messages when selling something new. A consumer can barely handle one great new idea, let alone two, or even several. — Against the Odds: An Autobiography by James Dyson (Founders #300)(15:22) It was inspiring to work for a supreme master. M. Pitard did not tolerate incompetence. He knew that it is demoralising for professionals to work alongside incompetent amateurs.(16:66) You have to be ruthless if you want to build a team of A players. It's too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players. The Macintosh experience taught me that A players like to work only with other A players, which means you can't indulge B players.(18:12) In the best companies, promises are always kept, whatever it may cost in agony and overtime.(18:33) I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.(19:38) I admire people who work hard, who bite the bullet.(19:58) I admire people with first class brains.(20:23) I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb, "Be happy while you're living, for you're a long time dead."(20:50) I admire self-confident professionals, the craftsmen  who do their jobs with superlative excellence.(21:40) The best way to keep the peace is to be candid.(23:18) That's been the most important lesson I've learned in business: that the dynamic range of people dramatically exceeds things you encounter in the rest of our normal lives—and to try to find those really great people who really love what they do.  —  Make Something Wonderful: Steve Jobs in his own words. (Founders #299)(24:39) The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century by Jeffrey L. Cruikshank and Arthur W. Schultz. (Founders #206)(25:09) Claude Hopkins episodes:My Life in Advertising by Claude Hopkins. (Founders #170)Scientific Advertising by Claude Hopkins. (Founders #207)(25:47) Talent is most likely to be found among nonconformists, dissenters, and rebels.(26:49) The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.(28:21) This podcast studies formidable individuals.(31:40) Samuel Bronfman: The Life and Times of Seagram's Mr. Sam by Michael R. Marrus. (Founders #116)(37:47) I doubt whether there is a single agency (or company) of any consequence which is not the lengthened shadow of one man.(39:51) Don't bunt. Aim out of the park. Aim for the company of immortals.(40:13) Most big corporations behave as if profit were not a function of time.When Jerry Lambert scored his first breakthrough with Listerine, he speeded up the whole process of marketing by dividing time into months. Instead of locking himself into annual plans, Lambert reviewed his advertising and his profits every month.The result was that he made $25,000,000 in eight years, where it takes most people twelve times as long. In Jerry Lambert's day, the Lambert Pharmaceutical Company lived by the month, instead of by the year.(41:30) The Mind of Napoleon: A Selection of His Written and Spoken Words edited by J. Christopher Herold. (Founders #302)(41:36) I am an inveterate brain picker, and the most rewarding brains I have picked are the brains of my predecessors and my competitors.(43:27) We make advertisements that people want to read. You can't save souls in an empty church.(44:05) You aren't advertising to a standing army; you are advertising to a moving parade.(45:13) The headline is the most important element in advertisements.(47:47) Runnin' Down a Dream: How to Succeed and Thrive in a Career You Love by Bill Gurley(48:15) Set yourself to becoming the best-informed man in the agency on the account to which you are assigned.If, for example, it is a gasoline account, read text books on the chemistry, geology and distribution of petroleum products. Read all the trade journals in the field. Read all the research reports and marketing plans that your agency has ever written on the product. Spend Saturday mornings in service stations, pumping gasoline and talking to motorists. Visit your client's refineries and research  laboratories. Study the advertising of his competitors. At the end of your second year, you will know more about gasoline than your boss.Most of the young men in agencies are too lazy to do this kind of homework. They remain permanently superficial.----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast 

What I learned from reading Dynasties: Fortunes and Misfortunes of the World's Great Family Businesses by David Landes.Supporters of this episode:EightSleep: Get the best sleep of your life and unlock more energy with the Pod 3. Go to eightsleep.com/founders/Meter: Meter is the easiest way for your business to get fast, secure, and reliable internet and WiFi in any commercial space. Go to meter.com/foundersTiny: Tiny is the easiest way to sell your business. Tiny provides quick and straightforward cash exits for Founders. Get in touch by emailing hi@tiny.com----Listen to Invest Like the Best #292 David Senra: Passion and Pain. Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.Join my free email newsletter to get my top 10 highlights from every book----(4:25) Success causes failure. As the family develops power and prestige, the heirs find many interesting and amusing things to do rather than run their business.(6:00) Those on the margins often come to control the center.(9:00) Great industrial leaders are always fanatically committed to their jobs. They are not lazy, or amateurs. — Confessions of an Advertising Man by David Ogilvy. (Founders #306)(9:50) For many of the great founders “Appetite comes with eating.”(11:00)Rothschild episodes:Founder: A Portrait of the First Rothschild by Amos Elon. (Founders #197)The House of Rothschild: Money's Prophets by Niall Ferguson. (Founders #198)JP Morgan episodes:The House of Morgan: An American Banking Dynasty and the Rise of Modern Finance by Ron Chernow. (Founders #139)The Hour of Fate: Theodore Roosevelt, J.P. Morgan, and the Battle to Transform American Capitalism by Susan Berfield. (Founders #142)Rockefeller episodes:Random Reminiscences of Men and Events by John D. Rockefeller. (Founders #148)Titan: The Life of John D. Rockefeller by Ron Chernow. (Founders #248)John D: The Founding Father of the Rockefellers by David Freeman Hawke. (Founders #254)(13:30) Mayer Rothschild thought that long term relationships were more valuable than immediate profit.(15:45) Nathan Rothschild has extreme levels of self belief: When his prospective father-in-law asked for proof of his prospects, Nathan told him that if he was concerned about having his daughters provided for, he might just as well give them all to Nathan, and be done with it.(19:00) The Rothschilds developed the technique of absolute direction to perfection.(21:15) Wal-Mart stock is staying right where it is. We don't need the money. We don't need to buy a yacht. And thank goodness we never thought we had to go out and buy anything like an island. We just don't have those lands of needs or ambitions, which wreck a lot of companies when they get along in years. Some families sell their stock off a little at a time to live high, and then—boom—somebody takes them over, and it all goes down the drain. One of the real reasons I'm writing this book is so my grandchildren and great-grandchildren will read it years from now and know this: If you start any of that foolishness, I'll come back and haunt you. So don't even think about it. — Sam Walton: Made In America by Sam Walton. (Founders #234)(26:00) If you want to build a family dynasty you need to have a bunch of kids. This is the number one factor for increasing the chance that your family dynasty outlives you.(29:45) Larry Ellison didn't have the methodical relentlessness that made Bill Gates so formidable and feared. By his own admission, Ellison was not an obsessive grinder like Gates: “I am a sprinter. I rest, I sprint, I rest, I sprint again.” Ellison had a reputation for being easily bored by the process of running a business and often took time off, leaving the shop to senior colleagues. — Softwar: An Intimate Portrait of Larry Ellison and Oracle by Matthew Symonds. (Founders #124)(36:13) A man always has two reasons for the things he does, a good one, and the real one. — J.P. Morgan(38:00) Andrew Carnegie celebrated too quickly. He later admitted to Morgan that he had sold out too cheap, by $100 million. Morgan replied, “Very likely, Andrew.” — The Hour of Fate: Theodore Roosevelt, J.P. Morgan, and the Battle to Transform American Capitalism by Susan Berfield. (Founders #142)(38:35) Henry Villard had come to Morgan for help in taking over Edison's company. This was a mistake. Morgan was not by nature, a helper. He was a driver. He arranged a counter coup.(41:45) Properly understood, any new and better way of doing things is technology. — Zero to One: Notes on Startups, or How to Build the Future by Peter Thiel. (Founders #278)(43:30) “It is impossible to create an innovative product unless you do it yourself, pay attention to every detail, and then test it exhaustively. Never entrust the creation of a product to others, for that will inevitably lead to failure and cause you deep regret.”—Sakichi Toyada(45:00) You should make an effort to make something that will benefit society.(45:30) Sol Price: Retail Revolutionary by Robert Price. (Founders #304)(48:50) Mailman is a Gmail plugin that allows you to control when and what emails should land in your inbox. https://www.mailmanhq.com(58:30)  Rockefeller believed that he would be rich and he believed that this was because God wanted him to be.(58:45) Rockefeller's competitors and associates were amateurs by comparison, and he saw them for what they were.(1:01:00) Published railway tariffs were for the small man. They were not for major shippers who could play one railroad against another while promising steady cargo. (Rockefeller's initial edge)(1:03:15) His clincher was to offer the victim a look at the books of Standard. A potential seller was dumbfounded to learn that standard was able to sell at less than his own cost of production. They could kill him whenever they pleased.----“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast

What I learned from reading Confessions of an Advertising Man by David Ogilvy. ----This episode is brought to you by Tiny: Tiny is the easiest way to sell your business. Tiny provides quick and straightforward exits for Founders. Get in touch by emailing hi@tiny.com----This episode is brought to you by Meter: Meter is the easiest way for your business to get fast, secure, and reliable internet and WiFi in any commercial space. Go to meter.com/founders----Listen to one of my favorite podcasts: Invest Like the Best----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----(4:15) When Fortune published an article about me and titled it: "Is David Ogilvy a Genius?," I asked my lawyer to sue the editor for the question mark.(4:45) The people who built the companies for which America is famous, all worked obsessively to create strong cultures within their organizations. Companies that have cultivated their individual identities by shaping values, making heroes, spelling out rites and rituals, and acknowledging the cultural network, have an edge(5:30) We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles. A blind pig can sometimes find truffles, but it helps to know that they grow in oak forests.(5:48) We hire gentlemen with brains.(6:16) Only First Class business, and that in a First Class way.(6:25) Search all the parks in all your cities; you'll find no statues of committees.(9:45) Buy Ogilvy on Advertising (10:45) One decent editorial counts for a thousand advertisements. + You simply cannot mix your messages when selling something new. A consumer can barely handle one great new idea, let alone two, or even several. — Against the Odds: An Autobiography by James Dyson (Founders #300)(15:22) It was inspiring to work for a supreme master. M. Pitard did not tolerate incompetence. He knew that it is demoralising for professionals to work alongside incompetent amateurs.(16:66) You have to be ruthless if you want to build a team of A players. It's too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players. The Macintosh experience taught me that A players like to work only with other A players, which means you can't indulge B players.(18:12) In the best companies, promises are always kept, whatever it may cost in agony and overtime.(18:33) I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.(19:38) I admire people who work hard, who bite the bullet.(19:58) I admire people with first class brains.(20:23) I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb, "Be happy while you're living, for you're a long time dead."(20:50) I admire self-confident professionals, the craftsmen  who do their jobs with superlative excellence.(21:40) The best way to keep the peace is to be candid.(23:18) That's been the most important lesson I've learned in business: that the dynamic range of people dramatically exceeds things you encounter in the rest of our normal lives—and to try to find those really great people who really love what they do.  —  Make Something Wonderful: Steve Jobs in his own words. (Founders #299)(24:39) The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century by Jeffrey L. Cruikshank and Arthur W. Schultz. (Founders #206)(25:09) Claude Hopkins episodes:My Life in Advertising by Claude Hopkins. (Founders #170)Scientific Advertising by Claude Hopkins. (Founders #207)(25:47) Talent is most likely to be found among nonconformists, dissenters, and rebels.(26:49) The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.(28:21) This podcast studies formidable individuals.(31:40) Samuel Bronfman: The Life and Times of Seagram's Mr. Sam by Michael R. Marrus. (Founders #116)(37:47) I doubt whether there is a single agency (or company) of any consequence which is not the lengthened shadow of one man.(39:51) Don't bunt. Aim out of the park. Aim for the company of immortals.(40:13) Most big corporations behave as if profit were not a function of time.When Jerry Lambert scored his first breakthrough with Listerine, he speeded up the whole process of marketing by dividing time into months. Instead of locking himself into annual plans, Lambert reviewed his advertising and his profits every month.The result was that he made $25,000,000 in eight years, where it takes most people twelve times as long. In Jerry Lambert's day, the Lambert Pharmaceutical Company lived by the month, instead of by the year.(41:30) The Mind of Napoleon: A Selection of His Written and Spoken Words edited by J. Christopher Herold. (Founders #302)(41:36) I am an inveterate brain picker, and the most rewarding brains I have picked are the brains of my predecessors and my competitors.(43:27) We make advertisements that people want to read. You can't save souls in an empty church.(44:05) You aren't advertising to a standing army; you are advertising to a moving parade.(45:13) The headline is the most important element in advertisements.(47:47) Runnin' Down a Dream: How to Succeed and Thrive in a Career You Love by Bill Gurley(48:15) Set yourself to becoming the best-informed man in the agency on the account to which you are assigned.If, for example, it is a gasoline account, read text books on the chemistry, geology and distribution of petroleum products. Read all the trade journals in the field. Read all the research reports and marketing plans that your agency has ever written on the product. Spend Saturday mornings in service stations, pumping gasoline and talking to motorists. Visit your client's refineries and research  laboratories. Study the advertising of his competitors. At the end of your second year, you will know more about gasoline than your boss.Most of the young men in agencies are too lazy to do this kind of homework. They remain permanently superficial.----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast 

Welcome to Raw Data! In this episode, we chat with Paul Ray, a Microsoft Product design manager with over 20 years of experience in software design. Paul is currently working on educational experiences for students and educators around the world! But what sets Paul apart is his unique journey to the tech world. As a teenager, he attended military maritime school with dreams of sailing the world. But after realizing the reality of working below deck in the engine room, he hit the road and traveled the country, gaining skills and experiences that eventually led him to Microsoft. Now, he's using his skills to develop products that help people learn, work, play, and live better, including a game-changing product for education that's helping teachers improve their students' reading scores! With his strong track record of delivering innovative user experiences and putting the user first, Paul is the perfect person to talk to about the importance of human-centered design. So, grab your favorite beverage and join us as we chat with Paul about his philosophy on human-centered design, and how he's using tech to drive positive outcomes. This episode is packed with insights, humor, and a few surprises along the way, so tune in now! As always, if you enjoy this episode, be sure to leave a review for us on your favorite podcast platform to help other users find us. SPECIAL PROGRAMMING NOTE - We're going to take a little Spring Break hiatus, new episodes drop May 9th! Also in this episode: Fay Wray in King Kong Are You Jimmy Ray - Jimmy Ray Song Beautiful disaster song Bill Gates Pie to the Face Attribution bias Dexter The Impostor Syndrome World Championships, w/ Jocelyn Collie State University of New York Maritime University Confessions of an Advertising Man by David Ogilvy John Mulaney Got Cheated Out of $120K Football: The Southern Culture AI DJ Ice Ice Baby (now it's stuck in your head too) The Firm Louis CK: Wifi on the plane Bing: The Logo History (really) Good Design is the Cake Not the Icing w/Brad Weed Only Amateurs Name Drop Steve Ballmer w/ Mike Nichols The Great Football Project A Whole New World Microsoft Education

In this episode, Troy interviews John Jonas, founder of OnlineJobs.PH and a pioneer in outsourcing tasks to virtual workers. He's based near Salt Lake City, United States. After quitting his day job to work online and becoming overloaded with tasks, he decided to outsource tasks to free up time. Now liberated with the idea that he could delegate tasks to keep from burning out, he and his newly hired programmer started OnlineJobs with the goal of helping small business owners all over the world find hardworking virtual assistants in the Philippines. OnlineJobs was launched in 2009 and has seen 50% growth since its inception. It now has a total of 40 FTEs in the Philippines, recently hitting eight figures last year, maintaining a truly remarkable run. Combined with the concept of arbitrage and teaching how to utilize outsourcing differently, John has helped a lot of small business owners manage costs and get more done by introducing them to hard-working VAs in the Philippines and providing Filipinos with a way to support their families.  To top it all off, John has placed an emphasis on the subject of thinking. Thinking is the number one habit that small-medium-sized business owners should develop and maintain to grow, as John said. Implying, that being able to think through the hard stuff is the catalyst for a small business owner to make things happen because consequently, it's where ingenuity and success happen. This Cast Covers:  The inner workings of John Jonas' company, OnlineJobs. Discovering the amazing work culture of Filipinos. Events that lead to John launching OnlineJobs. OnlineJobs' consistent growth since its inception. Gaining trust between your employees. Success is determined by the amount of progress made. Recognizing that success is not limited to business success. Delegating tasks that you are unfamiliar with to experts.  Solving problems through critical thinking. The significance of providing value to your business. Links:  John's Linkedin John's Personal Website John's Company Website  Additional Resources: The Outsourcing Lever: Secrets of How Successful Entrepreneurs Grow Their Businesses with Virtual Assistants by John Jonas My Life in Advertising and Scientific Advertising by Claude Hopkins Confessions of an Advertising Man by David Ogilvy     Quotes: “You have to gain their trust, you have to do things so that they trust you.” — John Jonas. “Success is progress.” — John Jonas. “Success isn't just business success, for me, it's family life, it's a personal life, its relationships and all of that.” — John Jonas. “It's not just about money, it's about fulfillment.” — John Jonas. “Take responsibility ... when something goes wrong, you have to take the responsibility yourself.” — John Jonas.

Dheeraj Sinha, CEO Leo Burnett South Asia joins me this week on Tales from heads. As a little boy, Dheeraj spent six months standing in the balcony of his home in Bihar Sharif watching shoppers and shopkeepers in the bazar all day. And maybe it was this early love affair with the reality of the marketplace and the cycle rickshaw blaring ads for Bollywood films that led to his passion for consumers and advertising. Amazing how those early years impact our thinking, our choices, our lives.Listen in, as Dheeraj talks about courage, leading from the front, making happiness-based choices, and the power of ‘And'. Plus the India-Australia paradox that's influenced the design of the new Leo Burnett office.Listen in. As the ad guys would say, you don't want to miss this! Follow Us: Prakash Iyer - LinkedIn Dheeraj Sinha - LinkedIn WYN Studio - LinkedIn For brand partnership, collaboration and sponsorship opportunities, send us an email at hi@wyn.studio.See omnystudio.com/listener for privacy information.

As a lifelong student of marketing and advertising, I'm always studying and learning from the best in the field. Recently, I've been enjoying "Confessions of an Advertising Man" by David Ogilvy and I was struck by a particular section he called his "Last Will and Testiment". It's an eleven point list of some of the most valuable lessons he's learned in his career. As I was reading it, I couldn't help but notice just how much of his knowledge and insights still apply in today's modern marketing and advertising.  On today's episode, I'm sharing his eleven point list and my take on what it means for us today in marketing. 

What I learned from reading Endless Frontier: Vannevar Bush, Engineer of the American Century by G. Pascal Zachary.Support Founders' sponsors: Fable: Make your product accessible to more people. and Tegus is a search engine for business knowledge that's used by founders, investors, and executives. Try it for free by visiting Tegus.and Tiny: The easiest way to sell your business. Quick and straightforward exits for Founders. [7:30] Episode starts. [7:31] Acts of importance were the measure of his life and they are the reason that his life deserves study today.[8:10] Suspicious of big institutions Bush objected to the pernicious effects of an increasingly bureaucratic society and the potential for mass mediocrity.[8:20] He believed the individual was still of paramount importance."The individual to me is everything," he wrote  "I would restrict him just as little as possible."He never lost his faith in the power of one.[8:57] Pieces of the Action by Vannevar Bush (Founders #270)[9:32] Dee Hock — founder of VISA episodes:One from Many: VISA and the Rise of Chaordic Organization by Dee Hock (Founders #260)Autobiography of a Restless Mind: Reflections on the Human Condition Volume 1and Autobiography of a Restless Mind: Reflections on the Human Condition Volume 2 by Dee Hock. (Founders #261)[9:55] Edwin Land episodes:Instant: The Story of Polaroid by Christopher Bonanos. (Founders #264)Land's Polaroid: A Company and the Man Who Invented It by Peter C. Wensberg (Founders #263)A Triumph of Genius: Edwin Land, Polaroid, and the Kodak Patent War by Ronald Fierstein (Founders #134)Land's Polaroid: A Company and the Man Who Invented It by Peter C. Wensberg (Founders #133)The Instant Image: Edwin Land and the Polaroid Experienceby Mark Olshaker (Founders #132)Insisting On The Impossible: The Life of Edwin Land and Instant: The Story of Polaroid(Founders #40)[10:00] Vannevar Bush and Edwin Land both had a profound belief in the individual capacity for greatness.[12:15] Bush came from an American line of can do engineers and tinkerers, a line beginning with Franklin, and including Eli Whitney, Alexander, Graham Bell, Thomas Edison, and the Wright BrothersThe Autobiography of Benjamin Franklin by Benjamin Franklin. (Founders #62)Benjamin Franklin: An American Life by Walter Isaacson. (Founders #115)Franklin & Washington: The Founding Partnership by Edward Larson. (Founders #251)Reluctant Genius: The Passionate Life and Inventive Mind of Alexander Graham Bellby Charlotte Gray. (Founders #138)Edison: A Biography by Matthew Josephson. (Founders #268)The Wright Brothers by David McCullough. (Founders #239)[13:35] The Essential Writings of Vannevar Bush by Vannevar Bush and G. Pascal Zachary[16:30] My whole philosophy is very simple. If I have any doubt as to whether I am supposed to do a job or not, I do it, and if someone socks me, I lay off.[18:00] The Richest Woman in America: Hetty Green in the Gilded Age by Janet Wallach (Founders #103)[19:00] What Bush learned from reading old whaling logs I'm learning 120 years later reading biographies of founders.[19:45] Books by Sebastian Mallaby:The Power Law: Venture Capital and the Making of the New Future and More Money Than God: Hedge Funds and the Making of a New Elite[21:20] He admired men of action, despised rules, and felt that merit meant everything.[22:32] If something is going to take two years he wants to figure out how to do it in six months or a year. This kind of the mentality he applied to everything.[24:45] Becoming Steve Jobs: The Evolution of a Reckless Upstart into a Visionary Leader by Brent Schlender and Rick Tetzeli (Founders #265)[25:45] I lose my shit when thinking about how all these ideas connnect.[30:45] He remained susceptible to bouts of nervous tension throughout his prime years.[31:50] Advice he gave his sons: Justify the space you occupy.[32:30] Do not emulate the ostrich: For better or worse we are destined to live in a world devoted to modern science and engineering. If the road we are on is slippery, we cannot avoid a catastrophe by putting on the brakes, closing our eyes or taking our hands off the wheel. What is the sane attitude of a scientist or layman? Absence of wishful thinking. No emulation of the ostrich.[35:00] He insisted that discipline must be self applied or will be externally imposed.[33:36] He found romance in adversity and solace in hard work.[36:00] Vannevar Bush on Leonardo da Vinci and Ben Franklin[42:33]  It is being realized with a thud that the world is going to be ruled by those who know how, in the fullest sense, to apply science.[44:45] We want an inventive company rather than an orderly company.[45:38] Tolerate genius. There are very few men of genius. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs.  —Confessions of an Advertising Man by David Ogilvy. (Founders #89)[48:34] David Ogilvy episodes:The Unpublished David Ogilvy by David Ogilvy. (Founders #189)The King of Madison Avenue: David Ogilvy and the Making of Modern Advertisingby Kenneth Roman. (Founders #169)Confessions of an Advertising Man by David Ogilvy. (Founders #89)Ogilvy on Advertising by David Ogilvy. (Founders #82)[49:00] Bush's personal motto: Don't let the bastards get you down.[51:50] The General and the Genius: Groves and Oppenheimer—The Unlikely Partnership that Built the Atom Bomb by James Kunetka. (Founders #215)[55:15] The more resourceful entrepreneurs are the ones that are going to win.[1:01:03] Enzo Ferrari story brought to you by Tegus. [1:07:04] Warren Buffett masterclass on how to differentiate your product brought to you by Tiny. —Get 60 days free of Readwise. It is the best app I pay for. I couldn't make Founders without it.—My notes on 300 podcasts and lectures on entrepreneurship—“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast

Welcome back to Mad Men & Tonic! In S3E7, “Seven Twenty Three,” Kristina and Elias serve up some Apple Pie Cocktails and mourn the end of the Don's contract-free era. While they try not to stare directly into an eclipse, they can't look away as Don, Betty, and Peggy all make…interesting relationship decisions. Plus, K & E pick their Mount Crustmore of favorite pies. [Reposting: original audio had echo issue!] https://www.instagram.com/madmenandtonic/ https://www.amazon.com/Betty-Crockers-Hostess-cookbook-Crocker/dp/B0006BOEC8 https://thetoastykitchen.com/apple-pie-cocktail/ https://www.collectdunbar.com/about-us https://www.instagram.com/drexelfurniture/ https://instagram.com/northwest_mcm_wholesale?utm_medium=copy_link https://www.purewow.com/food/apple-pie-with-cheese https://www.thepierreny.com/ https://www.youtube.com/watch?v=fuNOt7lNmkk Next on Mad Men https://eames.com/en https://www.eamesoffice.com/reebok/ https://getyarn.io/yarn-clip/05684561-3c64-4f7f-86f5-473c04c9f56c Poltergeist https://www.youtube.com/watch?v=ADrSChxtUP4 Jiminy Cricket https://www.youtube.com/watch?v=PaFSkWfFhO0&list=PLTuaPuUpa3WnUBRIICylXkF2ncKa7_IeP Potent Potables https://www.hockney.com/index.php/works/paintings Hockney art https://www.youtube.com/watch?v=KBltMTAD4eM Billy Madison you blew it! https://www.hermes.com/us/en/ Hermes https://www.youtube.com/watch?v=lcOxhH8N3Bo Total Eclipse of the heart https://www.youtube.com/watch?v=FfUU1wJKXDc &Old School version https://www.snopes.com/fact-check/from-here-to-maternity/ Blackout Birth boom = myth https://www.youtube.com/watch?v=B6nFhcI4tgI Anchorman jogging https://www.theguardian.com/us-news/video/2017/aug/21/donald-trump-look-directly-sun-eclipse-video https://www.youtube.com/watch?v=ryxUeWEcUqE Jim & Pam Niagara Falls https://www.youtube.com/watch?v=K9tcA_AM4BE People don't forget WIkipedia: Conrad Hilton; Solar Eclipse of July 20, 1963; Confessions of an Advertising Man; Junior League; Dupioni; Silent Spring; Venetian glass, fainting couch, fourth wall, Hestia, Holiday Inn, Sacagawea --- Send in a voice message: https://anchor.fm/mad-men-tonic/message

O Livra-te veio até Braga para conversar com a Cátia Vieira, autora do Lola e dona de algumas capas mais lindas que já vimos, sobre livros de Não Ficção. Falámos de Joan Didion, feminismo, sexismo, Joan Didion, histórias de vida, e ainda tivemos um convidado surpresa (woof woof). Livros mencionados neste episódio: - Hook, Line, And Sinker, Tessa Bailey (2:22) - White Album, Joan Didion (2:52) - Writers & Lovers, Lily King (3:08) - Coração tão Branco, Javier Marías (3:32) - Asymmetry, Lisa Halliday (3:50) - Talking as Fast as I Can, Lauren Graham (12:45) - Born a Crime, Trevor Noah (14:05) - Becoming, Michelle Obama (14:32) - Know My Name, Chanel Miller (15:16) - Trick Mirror, Jia Tolentino (16:00) - The Year of Magical Thinking, Joan Didion (17:16) - Quiet, Susan Cain (20:23) - Unnatural Causes: The Life and Many Deaths of Britain's Top Forensic Pathologist, Richard Shepherd (21:43) - This is Going to Hurt, Adam Kay (21:57) - Maybe You Should Talk to Someone, Lori Gottlieb (22:26) - Confessions of an Advertising Man, David Ogilvy (23:26) - Over the Top: A Raw Journey to Self-Love, Jonathan Van Ness (23:57) - Diários da Princesa, Carrie Fisher (24:25) - One Two Three Four: The Beatles in Time, Craig Brown (24:51) - I Was Told There'd Be Cake: Essays, Sloane Crosley (25:50) - E Depois a Louca Sou Eu, Tati Bernardi (21:19) - I Feel Bad About My Neck: And Other Thoughts on Being a Woman, Nora Ephron (26:47) - Educated, Tara Westover (29:23) - I'm Your Man: The Life of Leonard Cohen, Sylvie Simmons (30:33) - Beautiful Boy: A Father's Journey Through His Son's Addiction, David Sheff (31:44) - Just Kids, Patti Smith (33:00) - Notes to Self, Emilie Pine (35:18) - Rita Lee: Uma Autobiografia, Rita Lee (36:27) - Clothes, Clothes, Clothes. Music, Music, Music. Boys, Boys, Boys, Viv Albertine (38:53) - Room to Dream, David Lynch (41:09) - On Writing, Stephen King (43:20) - Leave Your Mark, Aliza Licht (44:58) - #Girlboss, Sophia Amoruso (45:20) - Feminist City: A Field Guide, Leslie Kern (46:19) - Everyday Sexism, Laura Bates (47:57) - Millennial Love, Olivia Petter (50:23) - Let Me Tell You What I Mean, Joan Didion (56:45) - Bad Feminist, Roxane Gay (57:19) - Miami, Joan Didion (01:07:30) - Where I Was From, Joan Didion (01:07:38) - Girl in a Band, Kim Gordon (01:07:46) - Face It, Debbie Harry (01:08:18) - Ten Myths About Israel, Ilan Pappé (01:08:35) - On Cats, Charles Bukowski (01:08:44) - Against Everything: Essays, Mark Greif (01:08:55) ________________ Enviem as vossas questões ou sugestões para livratepodcast@gmail.com. Encontrem-nos nas redes sociais: www.instagram.com/julesdsilva www.instagram.com/ritadanova/ twitter.com/julesxdasilva twitter.com/RitaDaNova [a imagem do podcast é da autoria da maravilhosa, incrível e talentosa Mariana Cardoso, que podem encontrar em marianarfpcardoso@hotmail.com]

(0:08 ) Intro   (0:31 ) What are we drinking? (2:43) What caught our eye? 1. QR Codes are in the news again, and it's not just because of Coinbase or Pandemic restaurant Menus - Would advertising take them seriously this time? 2. Degree® Launches the 'Bracket Gap Challenge 3. In the 2022 Super Bowl, some celebrities outshined the brands they promoted 4. Her for She - Hershey and HP (43:27) What are we consuming?  1. Book: Confessions of an Advertising Man by David Ogilvy 2. TV: Ozark  3. Book: Brand Gap 4. Movie:  The Adam Project

Fellow BSers,Welcome to A Load of BS: The Behavioural Science Podcast and to Part 2 of my conversation with Washington based political strategist Marc A. Ross.For those of you who tuned in to Part 1, you'll remember Marc's exuberant, ebullient and entertaining style; his infectious enthusiasm for his subject. And you'll also remember that we covered a lot of ground. Marc shared his great anecdote about Clinton's candy shop in regard to exerting power and influence, we discussed the delusions required to make it as a politician and we talked a lot about the reality of the Hill (and indeed political affairs in general) beyond the media hysteria.Today, we pick up the baton to discuss a wild array of topics which will enlighten you:Sanders, Corbyn and political self-sabotageThe illusion of similarityFloundering Kamala HarrisRory Sutherland's 'make it pink' boardroom strategyProblems with the polling industryCampaign school: the mathematics behind the US electionDiversity in politicsTrump disinfectant and the pirate ship of rejectsWill Trump run again? Hopefully off the treadmillBooks we reference:The Clustering of America, by Michael J. WeissAmerican Nations: A History of the Eleven Rival Regional Cultures of North America, by Colin WoodardAlchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformity, by Rory SutherlandThe Win Without Pitching Manifesto, by Blair EnnsConfessions of an Advertising Man, by David Ogilvy

Neville Medhora and Sam Parr (TheHustle + HubSpot) go over books for business, life, fiction, and investing. Which are YOUR favorite books? LIST OF BOOKS MENTIONED IN THE INTERVIEW → LIFE BOOKS: • How to Get Rich: https://amzn.to/3mHT7Uq • This Is Earl Nightingale: https://amzn.to/3lAcWxN • The Almanack of Naval Ravikant: https://amzn.to/3FOw8zH • Courage to Be Disliked: https://amzn.to/3j5xFb5 • Endurance: https://amzn.to/3vdsuKY • Man's Search for Meaning: https://amzn.to/30xoDNx • Empire of The Summer Moon: https://amzn.to/30x9w6M • How to Think Like A Roman Emperor: https://amzn.to/3lK4kVe • Think and Grow Rich: https://amzn.to/3pbQzRd • Kitchen Confidential: https://amzn.to/3ATIgMn • The 5 Love Languages: https://amzn.to/3lR5Ch6 BUSINESS BOOKS: • Influence: https://amzn.to/3DNYfxo • The Adweek Copywriting Handbook: https://amzn.to/3DOSijF • Built To Sell: https://amzn.to/3AX8e1k • Essays of Warren Buffet: https://amzn.to/3pb5rQ7 • The Snowball: https://amzn.to/2XmZvYw FUN READS: • The Dirt: Confessions of the World's Most Notorious Rock Band: https://amzn.to/3BXeeIW • The Game: Penetrating the Secret Society of Pickup Artists: https://amzn.to/3DJr5yO • Rise of Theodore Roosevelt: https://amzn.to/3AO5JOR • Titan: The Life of John D. Rockefeller: https://amzn.to/3p6BX5z • Sam Walton, Made in America My Story: https://amzn.to/3FYXTWf • Steve Jobs: The Exclusive Biography: https://amzn.to/3j7rYcr • Elon Musk: https://amzn.to/3FUwCEK • Benjamin Franklin: An American Life: https://amzn.to/3lSjUhN • The Return to the Little Kingdom: https://amzn.to/3lU6Poc • Travels with Charley in Search of America: https://amzn.to/3DHI04I • The Martian: https://amzn.to/3ASREjd • Project Hail Mary: https://amzn.to/3ayPACm • Seed: https://amzn.to/3aMpqMz WRITING BOOKS: • On Writing: https://amzn.to/2Z2n1uw • Ogilvy On Advertising: https://amzn.to/3ACmegX • Confessions of an Advertising Man: https://amzn.to/3AO42AR • Getting Everything You Can Out of All You've Got: https://amzn.to/3BQ7Nr7 • The Boron Letters: https://amzn.to/3paHmsB Follow Sam Parr:

FROM PENGUINS TO PARADISE: MY LIFE AS AN ADVERTISING MAN by Paddy HayesThe book follows the development of my career in ad. agencies from graduate trainee in London to International Senior Vice President, including periods posted overseas in Singapore, Bangkok and Hong Kong. Is this the funniest book about the ad industry to hit the bookshops this year - whilst being the most informative about what goes on inside agencies in London and around the world?It charts the career of a young agency executive. His insightful and often hilarious experiences range from the pitfalls of trying to make penguins perform for a TV commercial in London, to the trials of opening some of the first Western agencies in Moscow and China. The reader will laugh and learn in equal measure.Author's Bio: Paddy was born in England in 1947. After schooling in Kent, he gained a BA (Honours) degree in Business Studies from a college in London, before joining Garland Compton as a Graduate Trainee. He then worked for periods inBBD&O, Kenyon and Eckhardt and Masius Wynne Williams as he rose through the ranks to Group Account Director. He was then head-hunted to join Leo Burnett in Singapore as Deputy Managing Director, and thereafter he was appointedManaging Director Bangkok for Kenyon and Eckhardt. In 1984 he rejoined Masius in London where he became responsible for the worldwide development of one of the agency's largest accounts which included the opening of offices "behind the Iron Curtain" in Moscow and other East European countries. Finally, he was posted to Hong Kong as Regional Account Director Asia Pacific and General Manager (China). Paddy retired in 1995.https://www.amazon.com/Penguins-Paradise-Paddy-Hayes-ebook/dp/B096ZZ7NDH/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=1623774932&sr=1-1https://www.paddyhayesauthor.com/http://www.bluefunkbroadcasting.com/root/twia/pathayesgwm.mp3  

Author and Twitter luminary Visakan Veerasamy joins the show for a wide ranging discussion about the future of humanity and how to optimize your life. You can find him at https://visakanv.com/ and on Twitter @visakanv---Law, The Universe, And Everything is a show featuring leaders from the fields of law, business, sports, medicine, spirituality, music, marketing, entrepreneurship, cannabis, blockchain, and beyond. We talk about anything and everything as long as its interesting. No topic is off limits so it's a bit like Joe Rogan meets Tim Ferriss but the host has better hair. Law, The Universe, And Everything is a production of The Soldati Group (https://soldatigroup.com). All opinions expressed by the host and podcast guests are solely their own opinions and do not reflect the opinions of The Soldati Group. This podcast is for information and entertainment purposes only. These discussions do not constitute legal or investment advice.------Today's episode is brought to you by The HOCL Association, the first trade association for the HOCL industry. HOCL is the chemical our white blood cells produce to fight infection, now available in shelf stable form for the first time in human history. 100x stronger than bleach yet safe enough to drink, HOCL is the most important chemical you've never heard of. Combining the strength of chlorine with the safety and versatility of water, HOCL will revolutionize skincare, wound care, pet care, disinfecting, and usher in a new era of clean agriculture. It even works as a seed to sale additive for cannabis with dozens of incredible benefits. Learn more at https://HOCLA.org.---------Book Mentioned:Confessions of An Advertising Man by David Ogilvy: https://amzn.to/3kpLvEMThe War of Art by Stephen Pressfield: https://amzn.to/3DrOupd------Show Notes:00:00 Show Intro01:04 Https://HOCLA.org01:49 Guest Intro – Visakan Veerasamy02:30 Interview begins02:44 Getting into marketing and content creation04:30 Growing up in Singapore10:06 Making money online12:53 Exciting technological innovations16:42 Shopify, Space, and Solar & Nuclear Power25:38 Wikipedia and The power of hobbyists26:53 Embracing long term thinking as a species33:47 Social trust and building communities37:32 The role of the media in society42:22 Changing how decisions are made44:27 Visa's roadmap to life optimization52:44 Visa's book recommendations57:47 Accepting the struggle1:04:06 The kindest thing anyone has done for Visa1:10:50 Show Outro

Welcome to Pillars of Wealth Creation, where we talk about building financial freedom with a special focus in business and Real Estate. Follow along as Todd Dexheimer interviews top entrepreneurs, investors, advisers and coaches. In this episode, Todd talks with Chad Keller about doing targeted ads to get real estate leads. Chad Keller is the Founder of Motivated Leads, which drives the leads from real estate investors and works with investors all over the United States. Chad's business averages six figures annually in revenue. What sets them apart from the rest is that the owners of the company are real estate investors themselves, owning about 25 properties. They also handle the marketing aspects for investing clients and understand industry cutting inside and out. 3 Pillars 1. Real estate 2. Myself 3. Investing in risky things Books: Shoe Dog by Philip Knight, and Confessions of an Advertising Man by David Ogilvy You can connect with Chad at www.motivated-leads.com Get your tickets to the Northstar Real Estate Conference here: https://northstarunlimited.live/nrec-2021/ Interested in coaching? Schedule a call with Todd at www.coachwithdex.com Connect with Pillars Of Wealth Creation on Facebook: www.facebook.com/PillarsofWealthCreation/ Subscribe to our email list at www.pillarsofwealthcreation.com Subscribe to our YouTube channel: www.youtube.com/c/PillarsOfWealthCreation

This week we're showcasing one of our highest reviewed episodes in the history of the show...And for good reason - It breaks down the process of starting a successful copywriting business into 3 simple steps. Yep...You're (still) only 3 steps away from your work-from-anywhere, get paid to be creative, no-business-attire-required (or even pants for that matter) dream job. Here's what we cover in this episode: The definition of a “direct response copywriter” and who their best kind of clients are. Yes, every business needs good copy to sell their products. But that doesn't mean you should try to work for just any random company… unless they use this specific style of marketing. That is, if you want to have good clients who don't stiff you or undercut your every move. Why the kind of writing business I'm discussing today is the most profitable kind of writing business you can get into. Unless you're the next J. K. Rowling or Stephen King, this is by far the most lucrative type of writing business on the planet – if you know how to leverage your copywriting skills. How to apply the required F.O.C.U.S. you'll need to learn the craft of copywriting from a master teacher. If you follow this “one, and only one” method of learning, you'll get to your goal much faster than the average rookie copywriter.   Why you need to become intimately familiar with the great original masters of copywriting. Without this knowledge, you'll build your copywriting house on a foundation of sand, and you know what happened to the foolish man when the rains came tumbling down. How to get into the minds of the most winning copywriters of all time and internalize their methods for success. This practice is tedious and time-consuming. So much so that most copywriters never make it a habit, to their cost. If you make this a part of your routine, especially early on, you will have a massive advantage over the competition. What you should focus on before doing all the “normal” business setup practices. Focusing on these other business setup practices is an excuse that feeds your procrastination bug. If you want to sharpen up your skill, gain a positive reputation, and get to the money faster than most copywriters, you need to do this first. Why you need a copywriting mentor. How your mentor can open doors for you and get you on the fast track to notoriety, profitability, and a pipeline filled with the best kinds of clients. The only way to distinguish yourself in the marketplace and stand out from all the other so-called direct response copywriters. There are so many people who call themselves copywriters, but they don't have the experience to back up their claims. When you follow this path to distinguishing yourself, you'll truly stand out in a noisy world. How to build the single most powerful type of brand possible. Hint: you already have all the tools you need. You don't have to take any courses or read any books. The answers are inside of you right now waiting to come out and build you a brand so powerful, you can use it to sell very expensive programs. The website platform I would use today if I was starting out. There are many options, but this one, which is not the industry standard, is the quickest, easiest, and most beneficial for beginners. How to use the 3 pillars of personal branding to grow your audience using social media and your website. This is how the game is played. This is marketing. Whether you're against social media or not, this is what you have to do if you want to succeed. The best way to gain authority and establish expertise. It removes resistance and provides your customers with results in advance. How to get inside your customer's mind on a regular basis and help them get to know you intimately. Starting this kind of marketing channel doesn't have to be complicated. You can start today by pulling out your iPhone and hitting a couple buttons. But the potential for reach and influence is huge! Resources: Links mentioned on today's show: Join my Copywriting Certification program to be mentored and certified by me by going to RayEdwards.com/cdrc. Check out Michael Hyatt's amazing book, Platform: Get Noticed in a Noisy World by clicking here. Get your podcast started with the amazing RodeCaster Pro by clicking here. Get your Audio Technica ATR 2100 microphone by clicking here. A Few Essential Copywriting Books by the Original Masters: Breakthrough Advertising, Eugene Schwartz (BreakthroughAdvertisingBook.com) How to Write a Good Advertisement, Victor Schwab Scientific Advertising & My Life in Advertising, Claude Hopkins Robert Collier Letter Book, Robert Collier Tested Advertising Methods, John Caples Confessions of an Advertising Man, David Ogilvy Sponsor This episode of the Ray Edwards Show is made possible in part by The All-New Ray Edwards Enhanced Certified Direct Response Copywriter Program, where I help anyone who wants to make big money from their writing without getting a publisher or having a bestseller, and even if nobody knows who you are. Get my proven methods, systems, and even my endorsement – go to RayEdwards.com/CDRC2021

Ricardo Fort spent his incredible career on the "brand side" of the business, deploying hundreds of millions of sponsorship and advertising dollars for the likes of Coca-Cola and VISA to name a few. Great deep discussion about his views on sports as a platform from the perspective of a true "Advertising Man" who has worked with some of the biggest sports sponsors in the world.    Key Highlights From studying Civil Engineering to realising that marketing was his calling at Unilever. FMCG space, great place to learn marketing, brands spending big dollars His dream (which was also mine) working for Coca Cola coming true. The Coke TV commercial that triggered it (featuring Zico). Third time lucky

Copywriting queen Margo Aaron is a wealth of business knowledge. Margo has taught thousands of students how to sell ethically, market honestly, and how to use words to stand out and inspire action. In this jam-packed episode, Margo and Conor discuss the rollercoaster of freelancing, hard learnings, the power of relationships, and the art and science of getting people to care. Key points covered in the episode include;Margo's business introduction and her shift into the world of freelancing.Preparation - setting targets and goals ahead of venturing solo.The value of building mentors and seeking advice.An abundance VS scarcity mindset.The power of relationships.An insight into how clarity is kindness. Trial by fire, a discussion on hard learnings. The key to perfecting your pitches and proposals.The art of listening and mirroring clients. Marketing advice for freelancers at the beginning of their journey. How great opportunities can arise from one-on-one conversations and word of mouth. Stepping into workshop selling and obtaining customers through mailing lists. Differentiating readers and buyers. Margo's top tip for freelancers looking to obtain their first 10 customers.Margo Aaron is a proud graduate of Emory University (BA), Columbia University (MA), and altMBA, where she earned the prestigious Walker Award.Margo is also the co-host of the popular internet marketing and business talk show "Hillary and Margo Yell at Websites" (#HAMYAW). Several of Margo's articles have gone article, her work has been featured in Thought Catalog, Entrepreneur, Thrive Global, Hubspot, Thinkgrowth, Growth Lab, Copyhackers, and Inc. Connect with Margo Aaron:http://www.thatseemsimportant.com/ http://www.linkedin.com/in/margoaaron/ http://twitter.com/margoaaron Subscribe to Margo's Newsletter  http://www.thatseemsimportant.com/newsletter/ #HAMYAW, Margo's bi-weekly marketing and business talk show with co-host Hillary Weiss.  http://www.youtube.com/c/HAMYAW/channels  Connect with First 10 Podcast host Conor McCarthy: http://www.first10podcast.com  http://twitter.com/TheFirst10Pod http://www.linkedin.com/in/comccart/ Resources:Book recommendations:‘'Ogilvy on Advertising'' and ‘'Confessions of an Advertising Man''.http://www.amazon.com/David-Ogilvy ‘'My Life in Advertising'' and ‘'Scientific Advertising'' by Claude Hopkins.http://www.amazon.com/Books-Claude-Hopkins ‘'The Art and Science of Getting People to Care: How to Stand Out, Tap Into Emotions, and Meet Customers on Their Level.'' – Margo Aaron http://www.scribd.com/audiobook/491281378/ Margo Aaron courses on Skillshare 

Today we’re going to look at copywriting from an unusual angle. Not so much how to do it or what are the new developments, but what specifically does advertising do that makes it increase sales. This is part of our Old Masters Series. We’re taking from a book by the great copywriter James Webb Young, who also wrote the classic “A technique for Producing ideas,” which we’ve talked about on other shows. The book we’re talking about today is called “How to Become an Advertising Man,” originally published in the Mad Men era, in 1963. About one-third of the book is about the five ways advertising increases sales, and that’s what we’ll talk about today. I’d like to point out that this book was written for people who create paid advertising, including direct response copywriters. And though in some ways it is a more general advertising book, the author looked at what we do from a direct marketing perspective. Now, you can use one or more of these five ways that advertising increases sales in any piece of copy you write. But if you’re doing content marketing, you need to use at least one of them in every piece you write. We go into detail on each of the five ways, with a few examples and guidelines for each one.Download.

How big is your deck? Our resident copywriters present their scintillating PowerPoint on cocky British advertising tycoon David Ogilvy’s 1963 classic “Confessions of an Advertising Man.” From the Herbal Essences commercial that took Lily’s virginity to Steven spilling the tea on working for [redacted], and the best 7UP® activation money can buy—we’re drinking all the korporate koolaid. And remember, sex sells!Rate Celebrity Book Club with Steven & Lily 5-stars on Apple Podcasts Follow Steven & Lily: Twitter: @gossipbabies @lilyblueyez @CBCthePodInstagram: @buddha_ph @lilyblueeyes Advertise on Celebrity Book Club with Steven & Lily via Gumball.fm

Summary: Diversification is a hot topic for us- and for digital marketers especially, the coming years are going to be filled with challenges. Today we talk about our experience with single-platform marketing strategies and share the benefits and drawbacks of focusing on a single channel. We discuss how marketers need to be diversifying away from their laser-focus on platforms like Facebook and Google- and instead, focus on the messaging and VALUE they are adding to the lives of their customers. We discuss our thoughts on what the future holds for digital marketing, and give suggestions for how you can actively work towards a holistic marketing message across all platforms.    Top 3  Curtain Pulls in this episode:  It’s no longer easy! Businesses have to be committed to figuring out how to use multiple marketing channels. To do this, they must break their addiction to immediate ROI. To find new channels, you have to invest in figuring it out, many times with no immediate return.  Get back to the fundamentals and break your reliance on platforms! A benefit to the age-old frustration consumers have with advertising - agencies and marketers are required to be excellent practitioners of their craft. The power of storytelling is the real value of a great marketer- now is the time to revisit those skills instead of relying on targeting tools and platforms. Encourage your clients to make a concerted effort at diversifying their marketing channels- this will only become increasingly important and necessary as technology continues to shift and change.    Resources Mentioned:    Rich Dad, Poor Dad by Robert T Kiyosaki Confessions of an Advertising Man by David Ogilvy     For more tips, discussion, and behind the scenes: Follow us on Instagram @AgencyPodcast Join our closed Facebook community for agency leaders   About The Guys:  Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. He is now the VP of Digital Marketing at 5by5 Agency. More on Bob:  Bob on LinkedIn twitter.com/BobHutchins instagram.com/bwhutchins Bob on Facebook Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad: Brad on LinkedIn Anthem Republic twitter.com/bradayres instagram.com/therealbradayres facebook.com/Bradayres Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken:  Ken on LinkedIn Metacake - An Ecommerce Growth Team Growth Rebel TV twitter.com/iamKenOtt instagram.com/iamKenOtt facebook.com/iamKenOtt   Show Notes: [0:35] Bob opens the episode by asking Brad how his back is doing- his bike riding hobby gave him a bit of pain over the weekend. The Guys chat about their own biking accidents- Ken has flown over the handlebars recently!  [2:33] Ken updates us on his New Years fast- he did this last year as well. The first few days are rough, but today’s episode has found him feeling good and energized. His fasting is deeply tied to finding mental clarity and inner strength for himself at the beginning of the year- and he talks about his belief that nutrition and exercise are foundational to running his business well.  [5:55] Brad chats about the “easter eggs” he’s dropped about investment advice in recent months- Bob and Ken regret not taking his advice when he gave it! [7:05] Ken shares that Brad’s financial wisdom and philosophy has been interesting to learn about over the past year- future episodes will definitely be featuring some of Brad’s expertise.  [7:49] Bob recaps the conversation The Guys were having before the start of the show- as agency owners, as business owners, there are some things to be thinking about as the New Year begins. One thing is how to market your expertise- focusing in on the reliance on certain platforms that may or may not be around in the same form in the next 12 months.  [9:03] Bob asks Ken: “There are so many agencies that are really really good at Facebook ads… but does that make them a good marketing service for their clients?”  [9:54] Ken says that in order to truly diversify, you have to look forward and really consider: “What does it mean for these platforms to either go away or lose their effectiveness in how easy it is to advertise?”  From this experience talking with potential clients, not many people are truly thinking about this.  Trends come and go in seasons, and it would be unwise to say that doesn’t apply to marketing platforms. Already there are signs of instability- privacy changes overnight, legal challenges, overcrowding and oversaturation, increased cost, etc. These instabilities are not easy to overcome, and it’s not a quick route to diversify away from one platform that is doing really well.  [11:54] Bob shares that he was doing an audience analysis recently- a client had a TON of great engagement on Facebook Livestream, with thousands watching at once. But the accompanying website had only been viewed around 3,000 times. So that client is in danger of losing a LOT of their business and following if Facebook were to suddenly tank.  He talks about the early days of Facebook marketing and how lucrative it was- until it wasn’t. People pronounced Facebook marketing as dead, but really marketers had to adapt to the new algorithm.  [15:29] Brad shares his concern for younger marketers who are getting the majority of their experience on one platform, like Facebook. They aren’t learning multi-channel marketing strategy.  “If you’re on a single platform and that’s all you do, it can be challenging if that platform in two or three years starts to diminish…. the strategic side of things could get diminished a bit, because people just don’t have that wealth of experience.”  [16:23] Ken agrees, saying that a lot of marketers have become more of platform manipulators- it’s easy to get bogged down in the details. But really if an ad isn’t working, the first question should be “Is our message resonating with an audience? A great message with the right audience will resonate no matter what.” He talks about how the process of stepping back from reliance on a single platform is difficult. [18:18] Bob shares a quote from David Ogilvie. “As a practitioner, I know that television is the most potent advertising medium ever devised. And I make most of my living from it. But as a private person, I would gladly pay for the privilege of watching it without commercial interruptions. Morally, I find myself between the rock and the hard place.”  The mindset of people hasn’t changed much- many of us would still pay extra to not be marketed to with commercials. This speaks to the globally fragmented world that we live in- the pockets of frustration with people who would rather just tune out completely.  To a marketer, this means that “I’ve got to be really really good at my craft, so that I can communicate and speak on behalf of a client without relying exclusively on paid advertising. That’s the exercise we really need to be thinking about for ourselves… how can we tell… good stories? How can we be... good communicators in a world where maybe Facebook did go away, maybe Google did go away- Would we still be able to bring value to our customers?”  [22:45] Ken shares something he took away from a recent Masterclass he watched. It featured the creators of the “Got Milk” campaign Jeff Gooby and Rich Silverstein, and they shared their philosophy regarding advertising- “Advertising is art serving Capitalism”  This is an interesting concept, and really adds to the idea that people don’t want bad advertising- if we have to have it, at least make it entertaining! People on Facebook often don’t understand that the platform is run on ads- so unless your ads are good, helpful, useful, providing value to people, they’re just not going to work. In order to create good ads, you have to step back from reliance on the platform itself.  “There are a lot of people unaware that they’re more platform manipulators and not really marketers.” If you’re not creating an ad or a campaign that’s genuinely interesting and people want to watch, it’s not going to work! [24:26] Bob shares an ad that he watched recently that made him emotional and was done very very well- THIS is the kind of response you want from your viewers.  [26:45] Brad talks about how YouTube has begun serving more ads on the videos that he watches- he asks the guys if they pay for the ad-free version. The Guys discuss their likes and dislikes about ads- YouTube creates a need for advertisers to get your attention quickly, so they have to put a lot of effort into their production.  [28:38] Bob brings the subject back around to his David Ogilvie quote from earlier- there really is this pressure that you’re working against in advertising- even on paid platforms people get served ads that are frustrating to them, so your quality naturally should improve.  [29:57] Bob asks Ken if there will be more grassroots advertising efforts in the future, because of the imperative of diversifying your platforms.  [30:40] Ken says that in the future, creativity will be more of a necessity because as we become less reliant on a single platform, that growth requires new ideas and different approaches to past messaging.  [32:28] Brad talks about the changes in marketing strategies since extreme targeting abilities within platforms like Facebook became widespread knowledge.  [33:54] Ken predicts that moving from digital to traditional principles in the coming years will be more challenging that when the industry moved from traditional to digital. “I think it will revert back to where there are less knobs we can twist, there’s less we can do. And so it’s not as much learning a new platform as it is learning how to advertise again or learning to do business differently.”  [35:22] Bob talks about the way that styles and trends come back around, and that pattern applies to the marketing industry as well. “The key to winning there is everything comes back around, but it has a new slightly different twist.”  [36:06] Ken discusses the strengths of email and owning it as a marketing strategy- but like everything else it won’t work if you don’t have a good message.  [39:00] Brad talks about how advertising on screens in cars is a whole new medium of advertising that will only get stronger and more powerful over time.  [40:00] Bob shares that optimization for voice search devices is only going to increase, and optimizing your business for those searches will become a niche.  [40:40] Ken talks about how many agencies and businesses aren’t looking into those investments because they are addicted to ROI. “Its been a race to the bottom for a lot of agencies…” in regards to cost.  [42:20] Bob asks what would happen if visual advertising went away. We’re entering a world where people take time off of their phones, and so the only way to advertise would be through other voice devices. This is the time for businesses to prepare for a future with only voice search or streaming platforms instead of phones.  [43:57] Ken asks- What should businesses do to prepare right now?  [44:05] Bob says think outside the duoploy of Facebook and Google- keep developing your skills there but don’t become reliant on it.  [44:30] Brad says that direct mail campaigns that are hyper-targeted to specific levels of your funnel is a great way to create “human touch” for your brand and business.  [45:37] Ken stresses that breaking your addiction to ROI is at the top of his list. Learning to invest in creativity and being willing to step outside of that box is SO necessary to surviving and thriving as an agency.  [48:37] Brad says that while these alternative routes may not be as trackable or measurable, creative marketers will find ways to measure. “When you’re trying to build a brand, they all work in conjunction with each other and eventually you’ll see the results of your efforts.”  [52:18] Brad talks about working with startups who have no idea what their lifetime value is- it can be a difficult thing to determine that and move away from ROI as a business owner or brand manager. Getting clients to think more long-term is the difficult part.  [54:10] Ken talks about “stepping back” from your process and your message. “I think you see a lot of opportunity once you start playing that game of understanding what message is going to connect with the person and not really worrying about the medium… then the fear of things going away gets diminished a little bit.”  [55:19] Brad “A brand is a promise, but a great brand is a promise kept.” If you’re doing ads, the best thing to do is keep that promise. 

Selbst wer keine Produkte zu verkaufen hat, kommt um Werbung nicht herum. Denn wer beruflich erfolgreich sein will, muss sich mit "Personal Branding" befassen. Wie werde ich von meinen Kollegen gesehen? Wie viele lesen meine Posts auf LinkedIn? Kann ich mich mit einem Buch zum Experten stilisieren? Die Ikonen der Werbebranchen geben uns einzigartige Tools an die Hand, mit der sich nicht nur Waschmaschinen verkaufen lassen. Wenn sie eins können, dann gute Geschichten erzählen. Deshalb ist die neue Folge des Lrnings-Podcasts sicherlich eine der unterhaltsamsten, die Phillip Böndel und Tobias Kargoll bisher veröffentlicht haben. Besprochen werden die Werbe-Weisheiten von David Ogilvy, den Agenturen Jung von Matt und Springer & Jacoby, sowie Bill Bernbach von DDB. Lrnings: 1. Achte auf die richtige Betriebstemperatur. Kohle ist das Ergebnis aus Kreationsqualität, Kultur und Kundenzufriedenheit. 2. Beachte das Risiko-Rendite-Gesetz der Kommunikation - nur wer die Ideallinie der Kommunikation verlässt, kann große Erfolge erzielen. 3. Wer Marken führen will, muss selbst eine sein. 4. Werbung muss Werbung für Werbung sein. 5. Stopf' deinen Kopf mit allem Wissen voll, dass du kriegen kannst. Dann lass das Wissen los und schaffe Platz für Kreativität. Denn große Ideen sind die Basis für große Erfolge. 6. Verführung ist eine Kunst. Egal wie weit die Technik fortschreitet, Menschen überzeugst du mit der Magie der Kreativität. Quellen: - David Ogilvy – Ogilvy on Advertising - David Ogilvy – Confessions of an Advertising Man - https://en.wikipedia.org/wiki/David_Ogilvy_(businessman)#Works - https://en.wikipedia.org/wiki/William_Bernbach - https://medium.com/no-business-card/best-underdog-marketing-campaign-ever-avis-79a19af6a51c - https://soundcloud.com/onthewaytonewwork/124-reinhard-springer-und-konstantin-jacoby-werbelegenden-und-initiatoren-von-proudwork - https://www.welt.de/kultur/article7087879/Wie-uns-Springer-Jacoby-die-90er-verschoenerte.html - https://de.wikipedia.org/wiki/Springer_%26_Jacoby - https://www.welt.de/debatte/weblogs/Sex-Macht-und-Politik/article7098439/Mercedes-machte-Springer-Jacoby-zum-Mythos.html - https://omr.podigee.io/247-omr-247-mit-holger-jung - https://omr.com/de/holger-jung-podcast-jung-von-matt/ - https://www.amazon.de/Momentum-Kraft-Werbung-heute-braucht/dp/3897690314 - https://de.wikipedia.org/wiki/Werner_Butter - https://www.butter.de/wernerbutter/

Ben Ingham from Peraton shares his insights on the importance of empathy combined with authenticity & creativity in marketing.Ben Ingham on LinkedIn Peraton on LinkedInPeraton WebsiteBook suggestions:Creative Confidence Confessions of an Advertising Man 

Riku Vassinen is currently the Managing Partner of Ogilvy Africa. We talk about attitudes towards advertising and marketing in his native country of Finland. He shares some thoughts and opinions about working in Europe, Asia and Africa. And since we are both basketball nuts we had to talk a little bit about Michael Jordan and the impact of media hype in the NBA.

Hey!

This book is a classic in the advertising world. If people in the advertising industry were to know only one person and one book, it would no doubt be David Ogilvy and his book Confessions of an Advertising Man. Even if you’re not in the industry, the book will still help you learn about the industry and the people in it. In this book, David Ogilvy, the “pope of modern advertising”, illustrated his distinctive advertising philosophy and business principles.

What I learned by reading Confessions of an Advertising Man by David Ogilvy.

What I learned by reading Confessions of an Advertising Man by David OgilvyIf you want to listen to the full episode you’ll need to upgrade to the Misfit feed. You will get access to every full episode. These episodes are available nowhere else.As a bonus you will also get lifetime access to my notebook that contains key insights from over 285 podcasts and lectures on entrepreneurship.The Misfit Feed has no ads, no intro music, no interviews, no fluff. Just ideas from the greatest entrepreneurial minds in history. Upgrade now.  

Former Chairman and CEO of global communications firm Ogilvy & Mather Miles Young joins Tim to talk about David Ogilvy, a legend in the advertising world and just why Ogilvy’s legacy continues to be felt far and wide. https://traffic.libsyn.com/shapingopinion/Ogilvy_II_auphonic.mp3   Photo Credit: Ogilvy & Mather If you ever worked in advertising or marketing - if you ever studied advertising or marketing - or if you are just a fan of good advertising, there is a chance you already know of David Ogilvy. Even if you don’t know David Ogilvy by name, you have seen the impact of his work. He was born in West Horsley in England in June 1911. Long before he became an advertising icon, he flunked out of Oxford in 1931. After that he went to Paris and became a chef’s apprentice. The highly demanding head chef made such an impression on young David Ogilvy that he would later model his principles of management after the that chef. As Ogilvy said it, when the head chef would fire someone for not living up to his high expectations, “it made all of the other chefs feel that they were working in the best kitchen in the world.” After his time in the kitchen, David Ogilvy returned to England, where he took a job selling cooking stoves door to door. He did very well at that job, so much so, that he was asked to write an instruction manual for his fellow salesmen. David’s writing of that manual helped him land a copywriting job at the London ad agency called Mather & Crowley. It didn’t hurt that David’s brother Francis was already an executive at the firm. By 1938, Ogilvy convinced management to send him to the United States to learn how advertising was done in the U.S. Shortly later, he left the ad agency to join George Gallup and his research organization. Every experience became a major influence on David. George Gallup was meticulous in his research and his methods. David Ogilvy would later say that his foundation in research “would become the Ogilvy approach to advertising.” When World War II broke out, David worked for British Intelligence. After the war, he secured the backing of his former employer, Mather & Crowley, to launch what would become Ogilvy & Mather. He became known for ideas that are commonplace today but were pioneered by him. Instead of emphasizing the quick sale or the hard sell, he favored a more long-term, soft-sell style. His strategy focused on building brand name recognition, so his ads were more informative and focused on product benefits. He’d use eye-catching people or symbols. His advertising copy was said to flatter the readers’ intelligence. In addition to his work, David Ogilvy is known for authoring two books that remain must-reads for anyone considering a career in advertising: Confessions of an Advertising Man; and Ogilvy on Advertising. David Ogilvy died in 1999 at the age of 88. By then he was well into retirement at his 12th century chateau in France. Miles Young joined Ogilvy & Mather in 1983 and would later serve as the CEO of Ogilvy & Mather. Links Ogilvy on Advertising in the Digital Age, by Miles Young (Amazon) Ogilvy on Advertising, by David Ogilvy (Amazon) Confessions of an Advertising Man, by David Ogilvy (Amazon) Ogilvy & Mather (Agency Page) David Ogilvy: Master of the Soft Sell, Entrepreneur David Ogilvy, 88, Father of Soft Sell in Advertising Dies, New York Times About this Episode's Guest Miles Young Miles Young was an undergraduate historian at New College from 1973 to 1976. His business career has been spent in advertising and marketing, most recently as Chairman and CEO of Ogilvy and Mather, a leading global communications network. More than half of that was spent outside the UK, in China, and then in North America. He retains a strong interest in the issues facing developing countries, especially in Asia. He returned from New York in September 2016 to take up his post. Within the University,

Amazon dit adieu à New York, la 5G et ses effets sur le marketing et "Confessions of an Advertising Man" de David Ogilvy. Liens et informations complémentaires Amazon cancels HQ2 in New York after backlash Amazon HQ2 defeat is a win for Queens activists but a ‘facepalm’ for tech leaders What Amazon got wrong about New York City 5 questions pour comprendre la 5G Confessions of an Advertising Man

Dans cet épisode, nous vous parlons d'innovation, de Jean-Charles, de Nantes, et de garages. Découvrez les lectures dont on parle dans l'épisode: - Confessions of an Advertising Man de David Ogilvy - Guide de survie aux réunions de Sacha Lopez et David Lemesle

#74: How To Start An Online Business (Part 2) Online businesses can be some of the most profitable enterprises around. With low overheads and staff requirements, the potential to make money is huge. As the world population spends more of their hard-earned income online, the opportunity for entrepreneurs to build wealth from starting an online business is abundant. But many online start-ups fail, so how you can you differentiate yourself and make a success? As an entrepreneur, you know the number one rule of business is to go where the customer is. And that means you must build an effective online presence. With the boom of the Internet and social media has arisen a new category of entrepreneurship. An online business offers an unparalleled opportunity to run a business worldwide with only a laptop and an Internet connection. Starting and growing an online business, however, is easier said than done. You can’t escape it… no matter what business you’re in these days, you need to have an online presence to be successful. In every industry and in every niche, no matter what product you sell or service you provide… whether your business is bricks-and-mortar or completely on the Internet… prospects and customers need to be able to find you online. They’re already looking for you… so make sure you’re not “hiding.” As an entrepreneur, you know the number one rule of business is to go where the customer is. And that means you must build an effective online presence. The great news is that you don’t have to be a web marketing expert or programmer—or hire someone who is extremely expensive—to get noticed on the Internet and bring more people to your offline store or e-commerce storefront. There is a dangerous belief that the only way you can be successful is by committing your life to a nine to five career. It makes sense why you would believe that; you are told this by your parents, your teachers, your bosses. This is an outdated belief, and if you continue to live by it, you could wake up thirty years from now regretting how you spent your working days. If you’re still committed to that belief but dread going to work every day, then I wrote this for you. The world is starved for a new way: a new kind of leader, a new kind of business, and ultimately, a new kind of life.   David Ogilvy, CBE, (1911–1999) is often described as the "father of advertising." He founded New York agency Ogilvy & Mather in 1948, and his iconic campaigns include legendary adverts for Dove, Hathaway, Rolls Royce, and Guinness. Ogilvy's best-selling book Confessions of an Advertising Man is still one of the most popular books on advertising. The Unpublished David Ogilvy collects a career's worth of public and private communications—memos, letters, speeches, notes, and interviews—from the "Father of Advertising" and founder of Ogilvy & Mather. Still fizzing with energy and freshness more than twenty-five years after it was first published, its success outside the private circle of friends and colleagues it was created for was, in the words of one of its editors, "because so often he spoke out on important matters long before the crowd caught up to him; because all of what he says, he says so well; because so little of what he says in the book had ever before appeared in print." This is a business book unlike any other: a straightforward and incisive look at subjects such as salesmanship, management, and creativity, presented in Ogilvy's trademark crisp prose. Whether carefully prepared for a lecture or as a private joke to a friend, his writing always underlines the importance of the rule "it pays an agency to be imaginative and unorthodox." Listen to the full episode now: Download here >> p.s. Please subscribe over on iTunes. It really does help this podcast to grow! Drop me a note in the comments section over at PhilAdair.com and let me know your thoughts.  Listen to the full episode now >> ⠀⠀ How To Create Irresistible Headlines (People Can't Help But Click) Get Instant Access Here >> Remember to subscribe to this podcast and check out my [FREE] Google Ads Video Training Series. Get Instant Access Here >> 7 Absolutely Killer Tips For Google Ads & Why They Crush The Competition.   Free Mini-Online Course. Start here >>     How to Build an Email List FAST - 7 Simple Methods You Can Use for FREE Download The eBook Here >> Phil Adair Suite 12, 5th Floor, Dymocks Building 428 George Street, Sydney 2000, NSW, Australia   W: www.PhilAdair.com I’m a huge fan of connecting on social media. If you’re on these social networks, then let’s follow each other:  Twitter  Facebook YouTube Pinterest Instagram

A Step-By-Step Guide To Profitable YouTube Advertising - Tom Breeze Looking to make a video for his psychology practice’s website, Tom Breeze borrowed his parent’s camcorder. Over a hundred takes later he nailed it. Tom started out helping his clients manage their nerves while public speaking, then they were also asking him to produce their videos. He decided to form his own ad agency to promote clients with his videos. That quickly turned into his full-time career. Six years ago SEO changed and Tom started to see all his client’s revenue drop, so he went back to what he knew. He turned his videos into video ads on YouTube and salvaged his business. Now he’s CEO of Viewability, the highest spending for performance ad agency on YouTube. Join the guys as Tom gives them a crash course in how to make the perfect video ad for your audience, getting YouTube’s AI to work for you, and which ad strategy is best for your video. Round out this week’s episode by listening to more YouTube strategy with John Belcher and the power of video ads with Dennis Yu. You have to build a whole campaign around one video, not build a campaign and see what video fits.”- Tom Breeze Some Topics We Discussed Include: YouTube is the lowest hanging fruit of any ad platform Why CPA is the best relationship to scale with your clients How to run your ads to make YouTube’s AI work for you Feed the Pixel! When it’s time to turn off all targeting for an ad campaign Keeping it simple by keeping it relevant The pitfalls when marrying an ad agency with a video company Discovery or Instream? There’s a right one for your video Making sure your audience know it’s an ad, plus a great experience Every business needs to distill their offer into a 3 step formula Why the first 5 seconds of a video are most critical ADUCATE: The 7 step process to make a perfect video Your ads need proof of concept before high production Contact Tom Breeze: Check out Tom’s agency: Viewability Watch his YouTube Channel Or connect on Twitter References and Links Mentioned: Viewability by Tom Breeze Confessions of an Advertising Man by David Ogilvy Scientific Advertising by Claude Hopkins Made to Stick by Chip Heath and Dan Heath The Pumpkin Plan by Mike Michalowicz Clockwork by Mike Michalowicz John Belcher - YouTube Ad Strategies From Someone Who Worked At Google Dennis Yu - How To Build A Recognizable Brand Using $1 Ads Ready to map out your own ad strategy and see if YouTube is right for you? Check into the Advisory for direction.

Description Todd and Joe are talking about Roger Thornhill from the Alfred Hitchcock film North by Northwest. Topics of discussion include what is an everyman, chaotic story writing, and dodging the Hayes Code. Support the Show SUPPORT US ON PATREON … Continue reading →

Gerilyn Hayes is a professional writer. She hosts CurlTalk TV and is the Senior Copywriter for NaturallyCurly, a large online media beauty platform that is focused specifically on the needs of the curly hair consumer.    Gerilyn shares how she transferred her childhood love of words and reading into a career that has spanned throughout multiple industries leading her to beauty and fashion. We talk about how the role of copywriter and content creator translates beyond the written word and moves into other mediums as a necessity to have better communication with consumers.    Gerilyn drops incredible knowledge on how beauty brands can best work with a media platform's followers/community is through relationship building! She explains how this is done. The role of influencers and micro-influencers is also touched.    Gerilyn's book recommendation - Confessions of an Advertising Man by David Ogilvy   Find Gerilyn on Instagram and Twitter @GerilynHayes. Follow Naturally Curly on Instagram, Facebook & Twitter @NaturallyCurly   Website - www.anthonystandifer.com  Send questions or comments or feedback to me at info@anthonystandifer.com   Follow me on social media - Facebook, Instagram & Twitter @mSEEDAnthony. LinkedIn @Anthony Standifer

Hawaii Shoots Podcasts: Getting started in the advertising industry with Noah Tom  In this weeks episode of “How Do You Shoot That?” we sit down with our good friend Noah Tom and learn about how he turned his passion for technology into an opportunity to co-found a sucessful design agency and eventually land a Senior Art Director role at the largest marketing agency in Hawaii. A huge mahalo and special congratulations to Noah for recently being named Hawaii's Advertising Man of the Year by the American Advertising Federation (Hawaii Chapter)!   For more Hawaii Shoots content check out: http://hawaiishoots.com Love us on PodBean! We're also on Instagram, Facebook, Twitter!   Find Noah Tom on Instagram and Twitter : @Noto_hi  Other places you can find Noah:  Facebook - @Noahtom  Flickr vagabondmind.com   Connect with Jenn Lieu on Instagram, Twitter, and her website at Jilieu.com   Brad is on Facebook, Twitter and has a website at bradwatanabe.com Learn more about what's going on in the production life of Berad Studio on Facebook, Instagram, YouTube, Twitter, and beradstudio.com        

Host Stephen Voltz chats with Jim Dowd about the advertising business  10/2/17  RT 1:01:36

Sat, Nov 14 2009 Mister Ron's Basement #1500 (Part EIGHT of EIGHT) Welcome to the 1500th Episode of Mister Ron's Basement! We are presenting this Episode in EIGHT Parts, one per day for eight days. In 1906, Ellis Parker Butler published 'Perkins of Portland' a book collection of eight stories of the world's greatest Advertising Man. Most of these stories had appeared in assorted popular magazines. Episode #1500 will be readings of these incredibly funny, and surprisingly modern Perkins of Portland stories. Yes, we have read some of these before in early episodes of the Basement. Product Placement? Product Placement? You haven't seen Product Placement until you've heard 'The Adventure of The Princess of Pilliwink.' This story originally appeared in Judicious Advertising Magazine back in August, 1904. Time: approx twenty-four and a half minutes The Mister Ron's Basement Full Catalog can be found at: http://ronevry.com/Mister_Rons_Full_Catalog.html The Ellis Parker Butler Catalog of Stories is at: http://ronevry.com/EllisParkerButler.html Read lots more about Ellis Parker Butler at: http://www.ellisparkerbutler.info/ John Kelly of The Washington Post has written a lively piece about the Basement. You can read it here. NOTE: HARDLY ANYBODY HAS ENTERED THIS CONTEST! Send off an email right away and you stand a good chance of winning!In celebration of reaching this milestone, we are having a contest with a beautiful 1906 Edition of Ellis Parker Butler's 'Pigs is Pigs' as the prize! To get a chance to win, send an email to Mister Ron at revry@panix.com and tell him what your favorite episode is! Help Keep Mister Ron's Basement alive! Donate One Dollar: http://ronevry.com/Mister_Ron_Donate.html A hint to new listeners - you can use the catalogs to find stories by specific authors, or just type their name in the keyword search field. To find some of the best stories in the Basement, simply click here! -- By the way, if you haven't noticed, you can get the episode by either clicking on the word 'POD' on top of this section, or on the filename on the bottom where it says 'Direct Download' or by subscribing in iTunes. When in iTunes, please click on 'Subscribe' button. It's Free! Thank you.

Fri, Nov 13 2009 Mister Ron's Basement #1500 (Part SEVEN of EIGHT) Welcome to the 1500th Episode of Mister Ron's Basement! We are presenting this Episode in EIGHT Parts, one per day for eight days. In 1906, Ellis Parker Butler published 'Perkins of Portland' a book collection of eight stories of the world's greatest Advertising Man. Most of these stories had appeared in assorted popular magazines. Episode #1500 will be readings of these incredibly funny, and surprisingly modern Perkins of Portland stories. Yes, we have read some of these before in early episodes of the Basement. Are you disgusted with the way modern literature is written by corporations with merchandising as the primary consideration? Think this is something new? Check out today's Perkins story, 'The Adventure of the Crimson Cord.' This story originally appeared in Frank Leslie's Monthly back in February, 1904. Time: approx twenty-four minutes The Mister Ron's Basement Full Catalog can be found at: http://ronevry.com/Mister_Rons_Full_Catalog.html The Ellis Parker Butler Catalog of Stories is at: http://ronevry.com/EllisParkerButler.html Read lots more about Ellis Parker Butler at: http://www.ellisparkerbutler.info/ John Kelly of The Washington Post has written a lively piece about the Basement. You can read it here. NOTE: HARDLY ANYBODY HAS ENTERED THIS CONTEST! Send off an email right away and you stand a good chance of winning!In celebration of reaching this milestone, we are having a contest with a beautiful 1906 Edition of Ellis Parker Butler's 'Pigs is Pigs' as the prize! To get a chance to win, send an email to Mister Ron at revry@panix.com and tell him what your favorite episode is! Help Keep Mister Ron's Basement alive! Donate One Dollar: http://ronevry.com/Mister_Ron_Donate.html A hint to new listeners - you can use the catalogs to find stories by specific authors, or just type their name in the keyword search field. To find some of the best stories in the Basement, simply click here! -- By the way, if you haven't noticed, you can get the episode by either clicking on the word 'POD' on top of this section, or on the filename on the bottom where it says 'Direct Download' or by subscribing in iTunes. When in iTunes, please click on 'Subscribe' button. It's Free! Thank you.

Thur, Nov 12 2009 Mister Ron's Basement #1500 (Part SIX of EIGHT) Welcome to the 1500th Episode of Mister Ron's Basement! We are presenting this Episode in EIGHT Parts, one per day for eight days. In 1906, Ellis Parker Butler published 'Perkins of Portland' a book collection of eight stories of the world's greatest Advertising Man. Most of these stories had appeared in assorted popular magazines. Episode #1500 will be readings of these incredibly funny, and surprisingly modern Perkins of Portland stories. Yes, we have read some of these before in early episodes of the Basement. In today's tale, Perkins gives his partner romancing advice and offers the services of the Ad Agency's best rhymer in 'The Adventure of the Poet.' Time: approx twenty-two minutes The Mister Ron's Basement Full Catalog can be found at: http://ronevry.com/Mister_Rons_Full_Catalog.html The Ellis Parker Butler Catalog of Stories is at: http://ronevry.com/EllisParkerButler.html Read lots more about Ellis Parker Butler at: http://www.ellisparkerbutler.info/ John Kelly of The Washington Post has written a lively piece about the Basement. You can read it here. In celebration of reaching this milestone, we are having a contest with a beautiful 1906 Edition of Ellis Parker Butler's 'Pigs is Pigs' as the prize! To get a chance to win, send an email to Mister Ron at revry@panix.com and tell him what your favorite episode is! Get the details by clicking here! Help Keep Mister Ron's Basement alive! Donate One Dollar: http://ronevry.com/Mister_Ron_Donate.html A hint to new listeners - you can use the catalogs to find stories by specific authors, or just type their name in the keyword search field. To find some of the best stories in the Basement, simply click here! -- By the way, if you haven't noticed, you can get the episode by either clicking on the word 'POD' on top of this section, or on the filename on the bottom where it says 'Direct Download' or by subscribing in iTunes. When in iTunes, please click on 'Subscribe' button. It's Free! Thank you.

Wed, Nov 11 2009 Mister Ron's Basement #1500 (Part FIVE of EIGHT) Welcome to the 1500th Episode of Mister Ron's Basement! We are presenting this Episode in EIGHT Parts, one per day for eight days. In 1906, Ellis Parker Butler published 'Perkins of Portland' a book collection of eight stories of the world's greatest Advertising Man. Most of these stories had appeared in assorted popular magazines. Episode #1500 will be readings of these incredibly funny, and surprisingly modern Perkins of Portland stories. Yes, we have read some of these before in early episodes of the Basement. Some advertising men are clever and creative, but Perkins was the greatest genius in the business, as we find out in 'The Adventure in Automobiles.' It originally appeared with the title 'Don't Swear' in Collier's Magazine on January 23, 1904. Your comments are welcome! Time: approx thirteen and a half minutes The Mister Ron's Basement Full Catalog can be found at: http://ronevry.com/Mister_Rons_Full_Catalog.html The Ellis Parker Butler Catalog of Stories is at: http://ronevry.com/EllisParkerButler.html Read lots more about Ellis Parker Butler at: http://www.ellisparkerbutler.info/ John Kelly of The Washington Post has written a lively piece about the Basement. You can read it here. In celebration of reaching this milestone, we are having a contest with a beautiful 1906 Edition of Ellis Parker Butler's 'Pigs is Pigs' as the prize! To get a chance to win, send an email to Mister Ron at revry@panix.com and tell him what your favorite episode is! Get the details by clicking here! Help Keep Mister Ron's Basement alive! Donate One Dollar: http://ronevry.com/Mister_Ron_Donate.html A hint to new listeners - you can use the catalogs to find stories by specific authors, or just type their name in the keyword search field. To find some of the best stories in the Basement, simply click here! -- By the way, if you haven't noticed, you can get the episode by either clicking on the word 'POD' on top of this section, or on the filename on the bottom where it says 'Direct Download' or by subscribing in iTunes. When in iTunes, please click on 'Subscribe' button. It's Free! Thank you.

Tue, Nov 10 2009 Mister Ron's Basement #1500 (Part FOUR of EIGHT) Welcome to the 1500th Episode of Mister Ron's Basement! We are presenting this Episode in EIGHT Parts, one per day for eight days. In 1906, Ellis Parker Butler published 'Perkins of Portland' a book collection of eight stories of the world's greatest Advertising Man. Most of these stories had appeared in assorted popular magazines. Episode #1500 will be readings of these incredibly funny, and surprisingly modern Perkins of Portland stories. Yes, we have read some of these before in early episodes of the Basement. Today's tale runs the gamut from canned cheese to real estate speculation. It's called 'The Adventure of the Fifth Street Church' It originally appeared with the same title in Frank Leslie's Monthly Magazine in April of 1904. Your comments are welcome! Time: approx twenty one minutes The Mister Ron's Basement Full Catalog can be found at: http://ronevry.com/Mister_Rons_Full_Catalog.html The Ellis Parker Butler Catalog of Stories is at: http://ronevry.com/EllisParkerButler.html Read lots more about Ellis Parker Butler at: http://www.ellisparkerbutler.info/ John Kelly of The Washington Post has written a lively piece about the Basement. You can read it here. In celebration of reaching this milestone, we are having a contest with a beautiful 1906 Edition of Ellis Parker Butler's 'Pigs is Pigs' as the prize! To get a chance to win, send an email to Mister Ron at revry@panix.com and tell him what your favorite episode is! Get the details by clicking here! Help Keep Mister Ron's Basement alive! Donate One Dollar: http://ronevry.com/Mister_Ron_Donate.html A hint to new listeners - you can use the catalogs to find stories by specific authors, or just type their name in the keyword search field. To find some of the best stories in the Basement, simply click here! -- By the way, if you haven't noticed, you can get the episode by either clicking on the word 'POD' on top of this section, or on the filename on the bottom where it says 'Direct Download' or by subscribing in iTunes. When in iTunes, please click on 'Subscribe' button. It's Free! Thank you.

Mon, Nov 9 2009 Mister Ron's Basement #1500 (Part THREE of EIGHT) Welcome to the 1500th Episode of Mister Ron's Basement! We are presenting this Episode in EIGHT Parts, one per day for eight days. In 1906, Ellis Parker Butler published 'Perkins of Portland' a book collection of eight stories of the world's greatest Advertising Man. Most of these stories had appeared in assorted popular magazines. Episode #1500 will be readings of these incredibly funny, and surprisingly modern Perkins of Portland stories. Yes, we have read some of these before in early episodes of the Basement. Today's piece of one of the funniest ever written. We have presented it twice before! Go ahead and download and listen to it -- Mister Ron pays the freight! It is called 'The Adventure of the Lame and the Halt'. It originally appeared with the same title in Leslie's Monthly Magazine in January of 1904. Your comments are welcome! Time: approx twenty five minutes The Mister Ron's Basement Full Catalog can be found at: http://ronevry.com/Mister_Rons_Full_Catalog.html The Ellis Parker Butler Catalog of Stories is at: http://ronevry.com/EllisParkerButler.html Read lots more about Ellis Parker Butler at: http://www.ellisparkerbutler.info/ In celebration of reaching this milestone, we are having a contest with a beautiful 1906 Edition of Ellis Parker Butler's 'Pigs is Pigs' as the prize! To get a chance to win, send an email to Mister Ron at revry@panix.com and tell him what your favorite episode is! Get the details by clicking here! Help Keep Mister Ron's Basement alive! Donate One Dollar: http://ronevry.com/Mister_Ron_Donate.html A hint to new listeners - you can use the catalogs to find stories by specific authors, or just type their name in the keyword search field. To find some of the best stories in the Basement, simply click here! When in iTunes, please click on 'Subscribe' button. It's Free! Thank you.

Sun, Nov 8 2009 Mister Ron's Basement #1500 (Part TWO of EIGHT) Welcome to the 1500th Episode of Mister Ron's Basement! We are presenting this Episode in EIGHT Parts, one per day for eight days. In 1906, Ellis Parker Butler published 'Perkins of Portland' a book collection of eight stories of the world's greatest Advertising Man. Most of these stories had appeared in assorted popular magazines. Episode #1500 will be readings of these incredibly funny, and surprisingly modern Perkins of Portland stories. Yes, we have read some of these before in early episodes of the Basement. Today's story deals with Perkins's earliest days in advertising, and a customer who made the horrible mistake of not listening to him. It is called 'The Adventure of Mr. Silas Boggs' and it originally appeared in Judicious Advertising Magazine in February, 1904. Your comments are welcome! Time: approx twenty and one half minutes The Mister Ron's Basement Full Catalog can be found at: http://ronevry.com/Mister_Rons_Full_Catalog.html The Ellis Parker Butler Catalog of Stories is at: http://ronevry.com/EllisParkerButler.html Read lots more about Ellis Parker Butler at: http://www.ellisparkerbutler.info/ In celebration of reaching this milestone, we are having a contest with a beautiful 1906 Edition of Ellis Parker Butler's 'Pigs is Pigs' as the prize! To get a chance to win, send an email to Mister Ron at revry@panix.com and tell him what your favorite episode is! Get the details by clicking here! Help Keep Mister Ron's Basement alive! Donate One Dollar: http://ronevry.com/Mister_Ron_Donate.html A hint to new listeners - you can use the catalogs to find stories by specific authors, or just type their name in the keyword search field. To find some of the best stories in the Basement, simply click here! When in iTunes, please click on 'Subscribe' button. It's Free! Thank you.

Sat, Nov 7 2009 Mister Ron's Basement #1500 (Part ONE of EIGHT) Welcome to the 1500th Episode of Mister Ron's Basement! We are presenting this Episode in EIGHT Parts, one per day for the next eight days. In 1906, Ellis Parker Butler published 'Perkins of Portland' a book collection of eight stories of the world's greatest Advertising Man. Most of these stories had appeared in assorted popular magazines. Episode #1500 will be readings of these incredibly funny, and surprisingly modern Perkins of Portland stories. Yes, we have read some of these before in early episodes of the Basement. Today's piece is called 'Mr. Perkins of Portland' and it originally appeared in 'The Century' Magazine in February of 1900. Your comments are welcome! Time: approx fifteen minutes The Mister Ron's Basement Full Catalog can be found at: http://ronevry.com/Mister_Rons_Full_Catalog.html The Ellis Parker Butler Catalog of Stories is at: http://ronevry.com/EllisParkerButler.html Read lots more about Ellis Parker Butler at: http://www.ellisparkerbutler.info/ In celebration of reaching this milestone, we are having a contest with a beautiful 1906 Edition of Ellis Parker Butler's 'Pigs is Pigs' as the prize! To get a chance to win, send an email to Mister Ron at revry@panix.com and tell him what your favorite episode is! Get the details by clicking here! Help Keep Mister Ron's Basement alive! Donate One Dollar: http://ronevry.com/Mister_Ron_Donate.html A hint to new listeners - you can use the catalogs to find stories by specific authors, or just type their name in the keyword search field. To find some of the best stories in the Basement, simply click here! When in iTunes, please click on 'Subscribe' button. It's Free! Thank you.