Killer marketing secrets that always work (ft. Ogilvy Adman, Rory Sutherland)

“marketing, because marketing is always really eager to show the product in the hands of young people. And there are a couple, several examples of this, one of which is bone-conducting headphones. Now, they're marketed at joggers and swimmers. And the idea is that if you have bone-conducting”

“Wunderman in direct marketing. Various books, for example, Common Sense Direct Marketing. There's a great book published by Ogilvie called, I think it's called How to Write.”

“And my argument is that the Flat White, which is a New Zealand slash Australian invention with, which is, I think the right ratio of coffee to milk and with micro foam as well. I think, I think it's basically the, you know, it's the happy medium of sensible coffee drinking.”

“called How to Become an Advertising Man by James Webb Young, who was at J. Walter Thompson in Chicago for many years. Now, there are other great books. Obviously, in behavioral science, Richard Shotton has written.”

“And David Hume, the philosopher, said reason is and should only be the slave of the passions. Now, there's a great book by a French mathematician called David Bessie called Mathematica, where he argues that very little progress in mathematics is actually made logically.”

“And this is where it gets quite interesting. There's a wonderful story I always tell, which is Richard Thaler, the Nobel Prize-winning economist and behavioral economist, the author of Nudge. He once spoke to a board of about 10 people, a very large company.”

“I mentioned this in my book. Which is that Nurofen, which is kind of like Advil. And there were various variants, more expensive than the standard variant, which were, you know, Nurofen for period pain, Nurofen for cold and flu.”

“Some of them, okay, some of them are very old. Obvious Adams, Robert Updegraff, published in 1916. You can read it, basically, on a single toilet visit. It's about 50, 60 pages. I'm delighted to say I think Amazon keep reprinting it.”

“told about it. Hey, can I ask you one last question? You seem very well-read, very eclectic. I have this Ogilvy on advertising book, but if I wanted to get better at writing copy, but also coming up with ideas and frameworks, can you suggest a few books that I could read?”

“worked. But here it is, kicking ass. I mean, the example that I always feature in my book is Red Bull, which is an example of a business that makes no sense. In other words, you could only really justify Red Bull on the basis of intuition. There was some pre-existing popularity in Thailand, where I think it was bought by lorry drivers to keep awake at night.”

“godsend to old people. No old people know about this. And the other one is, actually, I've got one here, the Samsung folding phone. Okay. Sorry, bloody cameras wandered off. There we are. God, that's zooming in like something. Okay. There's a secondary market there in anybody over 60, because the standard mobile phone handset is too f***ing small.”

“by, I think, Charles Sale. These are some of these old American business books, which are absolutely priceless. Scientific Advertising by Claude Hopkins, for example. There's a book called How to Become an Advertising Man by James Webb Young, who was at J. Walter Thompson in Chicago for many years.”

“Chicago for many years. Now, there are other great books. Obviously, in behavioral science, Richard Shotton has written. Some superb books called, for example, The Choice Factory or The Illusion of Choice. And they're really, really worth reading in terms of understanding the counterintuitive aspects of human psychology, if you like.”

“Chicago for many years. Now, there are other great books. Obviously, in behavioral science, Richard Shotton has written. Some superb books called, for example, The Choice Factory or The Illusion of Choice. And they're really, really worth reading in terms of understanding the counterintuitive aspects of human psychology, if you like.”

“It's being completely and ridiculously neglected, and you double down on that thing. Now, I first came across this in Will Goddard's fantastic book, Unreasonable Hospitality. He goes to the number one restaurant in the world. All of his team say, we ought to copy this.”

“Wunderman in direct marketing. Various books, for example, Common Sense Direct Marketing. There's a great book published by Ogilvie called, I think it's called How to Write. This is how to write in business from one business person to another. It's not so much about copywriting.”