For smaller retailers, advertising seems to hold a great fear: “What if I spend all this money and no one shows up at the door?” Well, larger retailers know effective advertising works. To obtain the basics of effective advertising every retailer should read “Oglivy on Advertising,” a book whether you have an interest or not, you will not be able to put down. It changed my life in many ways.
Oglivy is unique among advertising experts. The advertising industry as a whole has managed to give up all responsibility for the success of their clients. Their attitude is that they cannot be responsible for the skills or lack of skills of your sales force. I’ve spent lots or words and print on disputing this attitude. No matter how poor your sales staff is, the truth is the more customers in the door, the greater the sales. Oglivy takes responsibility for the sales of his clients.