Posts Tagged ‘Jim Rohn’
Falling in Love All Over Again … Thanks to the Late, Great David Ogilvy
Len Bailey
Dear ,
A funny thing happened to me this past week. Amidst the deadlines … client meetings … and other chaos, I rediscovered how much I truly love direct response marketing.
All because a book literally fell off my bookshelf.
My family and I recently moved into a new house, you see. And in the interest of unpacking as quickly as possible, I had simply shoveled books on the bookshelves. No rhyme or reason to the placement – my wife would no doubt reorganize them anyway (and do it much more sensibly).
However, she hadn’t gotten around to it just yet … and while placing a new book on one slightly-too-full shelf, several others tumbled to the floor. And when I reached down to pick them up, I found myself holding a book that belongs on every marketer’s bookshelf: Ogilvy on Advertising.
This tome is nothing less than pure 24-karat direct marketing gold. And though I’ve read it at least a dozen times, I once again found myself turning the pages … devouring the stories … discovering and rediscovering invaluable lessons …
And falling in love with this business all over again.
So today, I thought I’d share
one of David Ogilvy’s all-time classics …
And not just any Ogilvy ad, either – this week’s Swipe just might be the most famous automobile advertisement ever written.
To create this ad, David first did his homework. He spent three weeks reading about the car, soaking in every piece of information the client provided. And eventually, he came across a single sentence that he turned into one of the most memorable headlines of all time.
Then he followed that headline with 607 words of factual copy that showcased the product’s benefits and a simple, but effective call to action.
So whatever you do, do NOT just admire this as a piece of advertising history. Take the time to study the piece as a whole, and each component individually.
Observe the big, colorful photograph to catch the eye. And how the placement of the copy below the photograph eliminates the need for “reverse-color” fonts and makes the copy easy to read.
Soak in the headline and deck … the way they grab your attention while providing the allure of insider knowledge delivered by an expert.
Note how the copy is organized into thirteen short and interesting facts about the product – each of which more interesting than the one before.
Finally, consider the simple, almost understated call to action that’s so different from the “shouted-in-your-face” ones so common in advertising today (when they aren’t left out altogether).
Click here to add this Ogilvy masterpiece to your swipe file today – and see why it has a permanent place in my own.
Oh, and in case you wondered … this ad ran in just two newspapers and two magazines. The cost? $25,000 – nearly twice the price of the Rolls-Royce Silver Cloud it was selling!
Best wishes for success,
Len Bailey
Makepeace-Trained Copywriter
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Vitamins for the Mind by Jim Rohn
Personal Development
To attract attractive people, you must be attractive. To attract powerful people, you must be powerful. To attract committed people, you must be committed. Instead of going to work on them, you go to work on yourself. If you become, you can attract.
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We can have more than we’ve got because we can become more than we are.
The big challenge is to become all that you have the possibility of becoming. You cannot believe what it does to the human spirit to maximize your human potential and stretch yourself to the limit.
Pity the man who inherits a million dollars and who isn’t a millionaire. Here’s what would be pitiful: If your income grew and you didn’t.
The most important question to ask on the job is not “What am I getting?” The most important question to ask on the job is “What am I becoming?”
It is hard to keep that which has not been obtained through personal development.
After you become a millionaire, you can give all of your money away because what’s important is not the million dollars; what’s important is the person you have become in the process of becoming a millionaire.
Income seldom exceeds personal development.
What you become directly influences what you get.
Experience the power of The Jim Rohn One-Year Success Plan!
It’s a one-year game plan covering the 12 pillars of success and created to help you achieve a 10%-40% increase in the following:
Month 1
Personal Development - Become the person you truly desire to be by engaging in a life-long strategy of skills, knowledge and self-improvement (which will also place you in the upper echelon of your particular industry).
jim rohn
Month 2
Goal-setting – Achieve a sense of purpose behind every action as well as multiply your long-term success quotient by having a set of clearly defined 10-year goals.
Month 3
Health – Spiritual/Physical/Emotional – Improve your looks, confidence, energy, quality and length of life by having a consistent health/fitness philosophy and maintaining a health plan.
Month 4
Money – Financial Independence/Getting Out of Debt/Saving/Giving – Place yourself ahead of 85% of the population and increase by 90% your odds of achieving financial independence by retirement age simply by having a sound financial philosophy and proven investment plan.
Month 5
Relationships – Improve your ability to be a more effective and loving parent, spouse and friend by improving your relational skills.
Month 6
Time Management - Gain between 10 and 15 additional forty-hour work weeks per year (multiply one to two hours a day by 365 days a year) by applying more productive time management methods each day.
Month 7
Networking/Referrals – Tap into one of the greatest resources we possess and have a greater, more positive influence in the marketplace by utilizing your current relationships and networking base.
Month 8
Selling/Negotiating – Increase your production by 10%-50% without investing more time or effort by improving your selling, networking and negotiation skills.
Month 9
Communication/Presentation – Increase every level of performance related to your company, staff and individual performance, as well as all your personal relationships, by mastering the art of communication.
Month 10 Leadership – Multiply your efforts and have a positive influence over a larger sphere of people by learning effective leadership and management skills.
Month 11
Accelerated Learning – Quickly improve your skills and aptitude to gain and retain knowledge in any area (communication, time management, leadership, etc.) through Memory and Speed Reading techniques and more.
Month 12
Legacy/Contribution – Take the time to apply your skills in making a difference in your community and world; something that will have an impact on future generations.
…looking in your rearview mirror of life?
I saw a horrific scene recently. A passenger car smashed itself half way into the back of a school bus. Thankfully, there were no children on board, but the driver of the car was severely injured. When the driver was interviewed, she was asked what happened and she replied, “I was looking in the rearview mirror.” Doh! I also see people doing this on the road of their life… At a dinner party last week, a woman was telling stories of how her former husband had treated her, details about things he said, did or never did. Eventually I asked, “How long have you been divorced?” She replied, “Thirty-six years.” Before this series of tragic stories (she thought to be amusing) she was complaining about not finding ‘Mr. Right’ and being single for 36 years. Doh! At the same dinner party, another guy told blow-by-blow stories about his high school football glory days and how popular and cool he was ‘back in the day.’ Yet, just 
earlier that evening he explained he was going to splurge in spite of his doctor’s urgent orders concerning his Type 2 Diabetes (from obesity). He once again was turned down for a job and he hasn’t made a child support payment in six months. (His former wife was the high school head cheerleader). Doh! Look, there is nothing more damaging to your future potential than spending your present dwelling on the past. Whatever has happened is over. Glory or defeat, once the clock struck midnight, the day was done. You are reborn each morning, and who you are each day is defined by what you do that day and that day only. You are not your past. You are only your present and your present actions will determine your future. Now, let the past instruct you so you can be wiser marching forward, but don’t let it continue to suck you backwards. Jim Rohn teaches to have your past be “a school master, not a club.” Let it instruct you, not continue to beat you down. Look back for lessons, not excuses. Oh, and by the way, that degree you have hanging on your wall was deemed irrelevant within 18 months after graduation. What you have learned lately is what’s important. The dusty trophy on your shelf won’t pay your mortgage, time to get into today’s playing field of life and play with intensity. There is a great line I heard that says, “You can never obtain success, you can only rent it and the rent is due every day.” It’s great to achieve, celebrate your victories and be proud of your accomplishments, just keep your eyes on the road ahead and not fixated on your review mirror or you too, might find your life accidentally smashed into an object you didn’t see just in front of you. How do you keep from constantly looking in your rearview mirror of life?