Business is Personal. Your Content Should Be Too.

 

Sometimes architecture tells the story. Sometimes you need content.
Sometimes architecture tells the story. Sometimes you need content.

David Ogilvy, the father of modern advertising, said all products (in a given category) were the same. It wasn’t about a unique value proposition but a unique selling one. The brand (and the perceived differences) was what sold your product or service not the actual differences in your product. (I, too, came to the same conclusion as an Economics major in college I could never get past the assumption that the consumer made a rational purchasing decision. I gave up majoring in Economics because of it.) When Ogilvy was king, many products subsisted on their brands alone and consumers were very brand loyal. They were also less cynical when it came to dealing with companies and marketing/advertising. 70% of customers trust brand or product recommendations from friends and family, 55% trust online reviews (written by total strangers), while only 32% trust information on websites of brands or companies. (Additional resource: Check out these trust ratings for ads.) Continue reading “Business is Personal. Your Content Should Be Too.”