How to Know Who to Believe in Online Advertising

by Wayne Sharer

International speaker, author, and entrepreneur. Retired navy officer, former commanding officer. Over 35 years of leading, coaching, mentoring, and speaking.

July 27, 2014

This will totally shock you, because you may think you will find me recommending people like Frank Kern, Mike Filsaime, Eben Pagan, Dan Kennedy, etc. These are all big names in the online business advertising realms.

I’m not going to come even close to that. Sure, the people I mentioned above have great success with their marketing. They can all teach you a lot. However, there is one source that outflanks them all, so continue reading to discover this source.

First, here’s a checklist you can uses to know who not to believe when trying to uncover what’s best for your online advertising.

5 Ways to Know When Not to Believe a Guru about Online Advertising

who to trust in online advertising

  1. They insist the only way to advertise online is Facebook or Google. If whomever you are following is telling you that Google and Facebook are the only ways worth advertising, they are clueless. There hundreds of ways to advertise that proven highly effective and you need a combination of several of them. Click here for a list of resources.
  2. They insist the only way to create high converting ads is by telling a story. If your “go to” guy or gal tells you this, then they simply repeat what someone else repeated, and never really studied advertising, or tried anything else.
  3. You are being told email marketing is dead, or offline advertising doesn’t work, or everything is old school so it is no good. This kind of advice is pure crap. It is typically used to lure you toward a particular product, and most of the time you found out about it in an email, offline advertising, or other “old school” method that is being claimed is dead.
  4. People don’t read long copy. This has been proven wrong repeatedly over the years. It’s also been proven wrong in heat map and eye tracking tests on the web. Because you don’t read long copy does not mean others don’t. They most certainly do, and it’s proven.
  5. People only buy on emotions. Though most purchases have a strong emotional bases, studies over the years have identified 4 general types of “thinking” people use for buying decisions. Ignoring them is the same as purposely not making sales. I cover those 4 “types” in this training.

Who You Would Be Crazy Not to Listen To about Online Advertising

I am not suggesting any of the people in the opening of this article do any of the 5 things I listed above. That’s for you to decide. In fact, what I am really suggesting is that the 5 people above base much of their advertising on the one person I am going to share with you.

david ogilvy

Author of Ogilvy on Advertising

David Ogilvy (1911-1999), is often referred to as the father of advertising. I don’t think he is the father, but he is definitely the father of the science of advertising. In his days, he was easily the most sought after advertising giant in the marketing world.

You’ve heard me mention his name before because he definitely mastered the art of native ads. His Rolls Royce ad is an advertising classic.

He is also the guy who laid out all the “rules” you hear repeated today by the online advertising big shots about how to create advertising that sells. Why does everyone still do what Ogilvy says?

Why Do What Ogilvy Says?

Because he was truly the first to become truly proficient at testing what work. He mastered the split test long before you heard any online guru talk about it. His methods worked when he was chairman of Ogilvy & Mather and they still work today.

Direct copy and direct mail giants like Dan Kennedy follow the path laid by Ogilvy. Most consider this a “secret weapon” as did David Ogilvy.

Even as I write this article, Frank Kern is launching a new online advertising training call Mass Conversion that has at it’s roots Ogilvy’s best native ads. Why? Because Kern tested them and found that even today, this type ad out converts almost anything in existence.

How to Easily Apply What David Ogilvy Knows

I’m not going to try to teach you everything you need to know about Ogilvy advertising. This special information really should only be gleaned from the source, David Ogilvy.

Ogilvy has written several excellent books. But the one you should start with, and keep at your side through the rest of your marketing career is “Ogilvy on Advertising.” Get your copy and cherish it.




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