Oct 31, 2009

Does This Make You Think?

"People often say that this or that person has not yet found himself. But the self is not something one finds. It is something one creates."
-Thomas Szasz

CC 2.0 Picture via Flickr user bertdennisonphotography

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Oct 29, 2009

Readers Choice: 5 Most Popular Articles From Timo Jäppinen

The picture is from Flickr user joeshlabotnik CC 2.0

Thank You. Sincerely, Thank You. Without you tapping this keyboard would be meaningless. This article here was the 30th article of this blog. It was published on Monday October 19th 2009. To celebrate - here are Timo Jäppinen's Blog: Top 5 articles based on popularity so far. Which ones have you read?

  1. 3 Signals: Why The Future of Advertising is Digital Direct Marketing
  2. 29 Tested Methods: How To Make Your Email Marketing Sell More
  3. One Thing in Advertising That Sells More Than Sex
  4. Top 5 Advertising Agencies in Tampere, Finland
  5. Marketing Lessons From Motörhead

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Oct 26, 2009

Bloggers: What You Can Learn From David Ogilvy

After announcing David Ogilvy's book "Ogilvy on Advertising" as Ad Man's Book of The Month in October 2009 I felt compelled to explain why he is such an important figure, especially to you.

Why should you care about some dead Scottish man? Let me give you all the reasons
, except one* why he and his books are more relevant to you than ever before.

As a blogger,

Here are 10 things you can learn from David Ogilvy:

  1. How to write interesting posts. Posts that will be read. And re-read, and even shared with friends.
  2. How to create content that captures your audience.
  3. How to write attractive headlines - This is one of the most important things you can learn from David Ogilvy, who comes from the world of old-fashioned direct mail. He knew exactly what kind of words and headlines interest people, and which ones doesn't. Do you?
  4. How to get people to subscribe to your newsletters and feeds.
  5. How to make your readers beg for more posts.
  6. How to illustrate your posts to gain maximum readership.
  7. When to ask your reader to sign-up to your subscription.
  8. How start your every post with a bang.
  9. How to keep readers interest up when your post is long.
  10. How to learn more about effective writing. He often refers to several communication and advertising classic publications which you can benefit from. You will gain knowledge from the world's greatest advertising man's personal library and mind, if you read his books.

*What about the one reason? It will only be revealed to you in his book "Ogilvy on Advertising"

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Oct 24, 2009

"The Internet is Direct Marketing"

The battle is on, because direct marketing is a controversial topic. Most people think that in today's world you can't use sales techniques and methods which have worked in the past. Social media has changed everything, that's what they said, until they read this...

"You can't fool p
eople like you did in the past."

True, except you couldn't fool people in the past either. "The most powerful element in advertising is the truth." said, the adman of the 20th century, Bill Bernbach. He was also one of the founders of Doyle Dayne Bernbach agency, known today as DDB. David Ogilvy, Leo Burnett, Raymond Rubicam, Rosser Reeves, Bill Bernbach and Stanley Resor, the six giants of modern advertising, all of them knew that the truth sells. Otherwise th
ey wouldn't have succeed.

"Isn't direct marketing like spam?"

Spammers send messages online without recipients' permission to do so. Professional direct marketers never send spam. Spamming is illegal, and it would mean the end of your career.

The professional direct marketers send highly relevant, anticipated messages to you that are informative, entertaining or useful. Never spam.

Direct marketing means that you provide your customer interesting facts and benefits about your product. Being direct also means that you measure and test everything. Everything is based on facts (the truth) - and you demand results.

A winning formula of advertising

When you combine direct-response advertising to a value based compensation model you have a winning formula of advertising. For an advertiser this is a great deal, as it is for an agency. People work harder and get paid better when delivering measurable results such as sales.

You have a golden opportunity

I've been battling over with myself about which direction to take when acquiring special expertise from marketing. Should I focus to branding, general advertising, sustainability and transparency or something else?

At last, I understood that the internet offers unlimited possibilities to a man who knows how to create advertising that sells. If you transform techniques that direct marketers have been doing
in mail for decades to online you have this golden opportunity in front of you.

When my hero Drayton Bird wrote about direct marketing in his blog and said that: "The internet is direct marketing" , I knew I had arrived. Think about it. It's so simple. Online advertising
is direct marketing. If you know how to create direct-response mail that works, you are going to be great in the internet advertising. Did I say great? I meant excellent.

If you don't know how to sell, I recommend for you to getting on to the bandwagon quickly and start learning. Find someone who can teach you. Remember that the internet is direct marketing.

PS If you need any advice or want to discuss more about advertising that sells and direct marketing, please send me an email or call me, I'm more than happy to help you.

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Oct 22, 2009

The Golden Opportunity of Advertising

These two gentlemen knew 40 years before anyone else knew what lies ahead of us. The golden opportunity of advertising. What is it? Watch these two short videos to discover it yourself. The first one is from David Ogilvy and the second is from Drayton Bird.

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Oct 19, 2009

Ad Man's Book of The Month: October 2009 Choice

David Ogilvy - Ogilvy on Advertising

To work in advertising and not having read this book is a sin. Ogilvy on Advertising is a must read for anyone looking to improve their communication skills. It is not just the greatest book of all times written about advertising.

The book includes advertising history, a
guide: how to create advertising that sells and a fascinating tale of Ogilvy & Mather advertising agency.

David Ogilvy knew more about advertising than probably any other man on Earth. He also made "knowing more" his ad agency's unique selling proposition. Advertising is people business and he did the best to train his talent, rather than hire from outside. The minute you stop learning, you stop growing. He knew that too. Ogilvy's wisdom, standards and approach is unmatched in the advertising business even today.

What you can learn from him

Read this book. It includes a very good reading list from David Ogilvy for all you mad men out there. Starting as a salesman his approach to advertising is accessible and easy to understand. To summarize how he felt on advertising read this quote from him: "If it doesn't sell, it isn't creative".

The book reveals:
  • How to produce advertising that sells
  • How to get a job in an advertising agency - or in any business
  • How to run an advertising agency
  • How to get clients
  • How to choose the right agency for your company
  • How to advertise on TV
  • And over 20 other advertising secrets

David Ogilvy's secret weapon

He used it to get more clients. What was The Secret Weapon? Is it something you could use as well if you knew what it was? It and many other tested methods and advertising techniques can be found in his book.

" 'Ogilvy on Advertising' is the reason why
I am in the advertising "

Without exaggeration I have read "Ogilvy on Advertising" over ten times. Even when it has been almost 10 years since I first discovered this bible of advertising, I still review its ageless wisdom when in doubt.

In my case I was blessed (and very, very lucky) having read Ogilvy's book as my first, before reading any other books about advertising. It opened my eyes wide open about how advertising that sells is created - and how it's not created. If my first book about advertising had been for example "Hey, Whipple, Squeeze This" I might be doing something else instead. No offense, Luke.

P.S. If you are working in online marketing "Ogilvy on Advertising" is more relevant to you than ever before.

"What is Ad Man's Book of The Month Club?"

Ad Man's Book of The Month Club is a free online book community that shares information about marketing and advertising books that can help you to improve your skills and knowledge.
  • The newsletter is never send more than once a day. You can unsubscribe any time.
  • You stay on tune about the latest marketing and advertising insights.
  • Join us today for free. No commitments.

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Oct 17, 2009

Your Company's Advertising Agency Relationship?

Watch this video

Take a serious look at this short video clip. Does this look familiar?

Oct 15, 2009

Discover This Private Collection of Quotes From The World Famous Advertising Men

For three years I have been collecting these timeless classics. Most of them are from the world's most famous advertising men, or from the mad men as you might say. One day I will publish a whole book based on my private collection of quotes. (Perhaps if I'm in a really bad spot financially.) Before that happens you have to find comfort in these selected words.

“Advertising is Salesmanship in Print.” John E. Kennedy

“What do you want from me? Fine writing? Or do you want to see the goddamned sales curve stop moving down and start moving up?” Rosser Reeves

“People don’t read advertising, they read what interests them. Sometimes, it’s an ad.” Howard Gossage

"The most powerful element in advertising is the truth." Bill Bernbach

"Advertising doesn't create a product advantage. It can only convey it." Bill Bernbach

"What you say in advertising is more important than how you say it." David Ogilvy

"There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs." David Ogilvy

"Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest." David Ogilvy

"Never stop testing, and your advertising will never stop improving." David Ogilvy

"The only purpose of advertising is to sell. It has no other justification worth mentioning." Raymond Rubicam

“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” Stuart Henderson Britt

“Many a small thing has been made large by the right kind of advertising.” Mark Twain

What is your favorite advertising quote? Please write it to comments, we want to read it.

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Oct 13, 2009

From Drayton Bird's Files: Creative Checklist

Watch this video. Do you master these advertising techniques presented by Drayton Bird?

Drayton Bird is known as the father of direct marketing. To visit his clever and entertaining blog click here

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Oct 10, 2009

Review: Brian Tracy in Helsinki, Finland

There are so many ways to start writing about Brian Tracy. Here is what I experienced in his sales seminar on October 7th 2009 in Helsinki, Finland.

After having listened his audio books many times over, I thought that he was just going to repeat his notes and mantras. Oh, how wrong I was.

This is only a short recap of the event because I want you to attend one of his seminars as well. It was amazing. The energy Brian Tracy was able create to the audience was incredible. But it wasn't about hype. He is an on-going sales superstar who knows his stuff inside out. You can learn from him so much, whether you are a veteran salesman or a rookie like me who is just starting out.

Brian Tracy spoke his 21st Century Selling seminar in two two-hour sets without having to use notes. The only time when he used notes was to pause and let the audience to stay on board. His speed and drive was very captivating. It was unbelievable to witness something like that.

My highest moment was actually meeting the man and shaking his hand when the seminar ended.

For BT-Finland, who organized the whole event, I want to give special thanks as well. An excellent customer service just like you said, Brian. Thanks Timo and Jari.

And no, this is not a paid message. I'm just sincerely excited about the topic.

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Oct 8, 2009

3 Signals: Why The Future of Advertising is Digital Direct Marketing

There are three signals which will change the advertising industry forever. I'm sorry to break this news to all ad agency creatives: The future's pay day for advertising professional will only come from results. Goofing around with clients' money is over.

Whose fault?

The internet came and made everything measurable. Today, ideas are still very much in demand, but now your ideas have to also ring a cash register. Your job is to prove why your advertising and marketing efforts work. Can you do that?

Signal 1: Direct-response advertising is back

Direct-response has transformed to Digital Direct Marketing. The Digital Direct Marketing combines old proven direct-response advertising techniques with new social media tools. Digital Direct Marketing allows you to have a real conversation with your customer. The conversation with a goal: to make a sale for you. For the advertiser the sales speech and the conversation can be made automatic. For the customer it is highly personalized interaction which leads to the purchase.

Forbes.com calls this future "revenge of the nerds". Ogilvy, one of the largest advertising agencies in the world, is leading the advertising industry to measure and understand online data. I personally consider Ogilvy to become one of the greatest winners of this new information era. They have always been consistent with their work to create advertising that sells. And they have gone great lengths to prove it too, even as early as in the 1960's. Now that hard work from testing and re-testing direct marketing techniques pays off. T
oday, the direct marketing field, on what almost all creatives have despised, is becoming the center of the digital revolution. Hooray!

Signal 2: Traditional creative ad agencies are trying to catch up

A French advertising giant Publicis acquired digital marketing agency called Razorfish from Microsoft. Why would something as conservative company as Publicis do something like this? At first it didn't seem to fit into picture at all. Unless there is a change coming. A quickly after the acquisition they announced their ambition to lead the future change of advertising.

Signal 3: Coca-Cola is open about their new Value-Based Compensation (VBC) for ad agencies

Here is an interesting article from 4A's Business Development Blog. It summarizes what kind of a compensation model Coke is trying to make as the industry standard for all agencies and advertisers. They are currently testing it and are hoping to roll out the Value-Based Compensation model around the globe within few years. How long do you think that other companies will continue as spectators?

The future of advertising in brief

1. The comeback of direct-response adverting as the digital direct marketing. Geeks are hired to ad business. An automated sales process.

2. Followers are trying to become leaders. Publicis acquires Razorfish.

3. Ad agencies will get paid only from delivering measurable results. Coca-Cola shares its plans openly about their Value-Based Compensation for ad agencies.

My conclusion: If you can't measure it, it doesn't exist.

A question: What do you think? Is this a good or a bad thing?

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Oct 5, 2009

Top 5 Advertising Agencies in Tampere, Finland

Be a judge. Are these really the top 5 advertising agencies in Tampere? Which ones do you think deserve to be on this list?

1. Imageneering

The biggest agency at the moment of these five. Their offices are in Tampere and Helsinki. Serving Business-to-Business clients mostly. They been going through some
lay-offs in 2009. Part of Wordwide Partners agency network. Clients include Finnish heavy-weights such as Cargotec, Metso Automation and Ponsse.

2. Adsek

This advertising agency used to be the most precious agency in Tampere. Adsek is going through serious shape shifting and has been focusing its people to Helsinki. They have been letting go lots of their staff. Clients include big advertisers like Finland's the second largest newspaper Aamulehti and Skoda.

3. Trust Creative Society

One of the most interesting and youngest agencies on this list. Founded by ex-Adsek employees including creative director Jaani Vaahtera and managing director Harri Helén. Trust has a strong focus on Finnish food industry. Today they are working with clients like Unilever, Lignell & Piispanen and Myllyn Paras. Imageneering owns a part of them.

(4.) SSC International Oy 

UPDATED on August 15th 2010: This company has joined to another agency and changed their name to Loiste

SSC Superstar Collective started in 2002 in a small town called Kuopio, Finland. Moved to Tampere in 2004 and has been growing ever since. Currently employees five full-time employees, and half a dozen freelancers. The author of this blog was the creative account director of this agency from May 2009 to December 2009. The agency has a strong knowledge from outdoor sports and active consumers. SSC is trying to grow their strategic know-how and skills in results based advertising. Clients include such names as Vahanen Group, a Finnish giant in the construction engineering, PIRKO, a large education provider in Tampere and Levi Travels in Northern Finland.

5. Mainoskenttä

An agency with a long background serving clients around Tampere. They started 40 years ago. Along with the Finnish ad industry they are trying to re-organize themselves. Mainoskenttä has a long list of clients, however, it's challenging to tell which ones are still active today. Has worked with clients like Abloy, Metsä Tissue and Kemira.

What does your top 5 list look like?

Oct 3, 2009

Economic Crisis: These People Can Save Us

Which one do you think is better? Screwing up because you didn’t know or because you didn’t ask for advice? For a short moment let us focus to people called baby boomers. The generation who were born after the Second World War. The people who made what the Western world is. Yes, you can blame them for all the good and bad things happening today.

Is it their fault?

People who are now in their 60’s are pretty much responsible for everything happening around the globe right now. They started burning oil without considering the environment, they built an economic system that now has crashed, they made Coca-Cola more available around developing countries than pure water. It is not a resume you wish to have when you retire. So does this mean baby boomers have only raped the Earth for the past 60 years?

Can you do this?

Sure, those people have lived life to the fullest when it comes to resources this land had to offer. While doing that they also have created freedom. The freedom to write, to read, to speak, to be what ever you want. What ever you want. A remarkable philosophy. That all men are free. And not just write it down like guys with long wigs did couple hundred years ago, but the baby boomers actually made it happen.

Wipe them out?

When everyone is free to be what they want sometimes things go too far. Mistakes happen. But the funny thing in doing mistakes is that you tend to learn from them. Often the lesson is so valuable that you are glad you made the mistake in the first place. You may even feel privileged to be able to understand it fully after the stumble.

However, it seems that most of us want now, as a next generation, is to clear out the people who have failed. To wipe out 60 years of past failures to start fresh. Before we do just that, consider this:

Is your way the right way?

What do you think happens after the baby boomers are gone? Do you think we are better off? Sure, we can now go on and make our own mistakes and learn from them. Eventually we will be successful because that is the law of cause and effect. Wait a second. Does it really have to be that way? Could we just once learn from other people’s mistakes without having to make the same mistakes again?

What is human?

The seniors advice could be what we need right now, when everything is falling apart economically, ecologically and even socially. Instead of throwing away people who have failed you would give them a second chance. To try again and this time more intelligently. Isn’t a second chance something you would like to get as well the next time when you fail?

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Oct 2, 2009

Where Were You When The Media Died?

I found this video from Razor Branding Blog. It is a blog worth following. Go visit them to see if there is anything that you find interesting as well.

Oct 1, 2009

Marketing Lessons From Motörhead

What can you learn from a rock band called Motörhead? That consistency pays off big time. The consistency is something where all marketers should focus.

How are we going to be around after 10 years? Not just be around, but be the right choice for our customers? It requires consistency. Motörhead is a great example what an attitude of not letting go and sticking with your winners can do. In the long haul they have earned far more than one-hit-wonder artists. How? - By sticking with what they got.

Die-hard customers

Motörhead fans are die-hards, not just kids trying to find something that is cool today. Although Motörhead's consistency and confidence definitely appeals to the younger generation as well.

20 years of success

Here are two clips from Motörhead to prove that consistency rings cashiers harder than chasing a pot of gold at the end of a rainbow.

Motörhead - Ace of spades. The single was released in 1980.

Motörhead - Rock out. The song and album was released in 2008.

Do you see any relations in their style between different eras? How much have they changed their success formula during over 20 years of fame?

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