It has been said that to the making of many books there is no end. And dedication to these books is a waste of time.
I agree. But only to a point.
When it comes to advertising and marketing, no professional should be allowed to have anything to do with advertising unless they’ve read Ogilvy on Advertising.
Case in point. Quite a few years back I worked as an outside sales rep for an independent company that had a six-person marketing staff. Not one of those marketing graduates or executives had read this book. Their lack of knowledge of the principles laid out by Ogilvy decades ago caused the marketing team to repeat stupid and utterly preventable marketing mistakes over and over again. Mistakes that caused the team to spend their wheels creating marketing materials that just plain did not work.
The worst mistake was constantly designing ads with hard to read print on top of very busy background photographs. I take it back. Not hard to read. The sales copy was impossible to read.
I recommended this book to the marketing team. And explained why. Wasted effort. I felt like I was addressing deers looking in headlights. The marketing guys were physically present but no one was home. Surreal experience.
If you have anything to do with marketing, reading this book will give you a better understanding of how to properly layout ads that work than the members of this marketing team gained during their four+ years of college marketing education.
Ogilvy on Advertising is a must read.
If you read Ogilvy on Advertising but do nothing with the information that is the epitome of a waste of time.