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The Secret Behind Great 1:1 Campaigns

In Confessions of an Advertising Man, David Ogilvy, founder of the highly regarded advertising agency Ogilvy & Mather, wrote, "Ninety-nine percent of all advertising doesn't sell a thing." You don't want your products and services to be in that 99%. So how do you make sure you are in the coveted one percent?

Using 1:1 (personalization) techniques in your print marketing can help. Relevance is absolutely critical. But even those things won't amount to much if they aren't paired with something equally important. That's good marketing copy.

Personalization gets your attention. Relevance gets you reading further. But if the copy is not compelling, if it's bland, uninformative, or unoriginal, these things cannot carry the load. You need good, solid marketing copy that is interesting, engaging, and compelling.

Simple Steps to Great Copy
Not all of us are Ogilvy & Mather, but there are some fundamental principles that all marketers should follow.

  • Be imaginative. Break out of the mold. Look for different or unconventional ways to get your message across.
  • Talk about your customers first. As one marketing communications site puts it, "Self-interest is the best hook." Start off by identifying with customers first. Talk about their problems, their challenges, and their bottlenecks. Then talk about how your products and services solve them.
  • Be honest. Part of building a brand and gaining repeat customers is maintaining customer loyalty and trust. That starts with honesty about the products and services you sell.

Susan

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