The More You Know About Your Industries Past “Giants”, The More Likely You Are To Become One
I’m often surprised by how little historical data and perspective people have on their particular industry. In business after business and industry after industry, people are just too darn lazy to even learn the history of their own industry. You must become what Jim Rohn calls a “SERIOUS STUDENT”.
Very few people are “SERIOUS STUDENTS” of anything, including their own business and professions, and are easily stumped by historical perspective questions. I would describe myself as a serious student of marketing and copywriting. I’ve read books that date back to the 1920′s and 1930′s and lots in between then and now. I’m a serious student of what past giants did and understood and what present day giants do and understand.
A giant in copywriting who has influenced me, and as a consequence most likely you would be David Ogilvy, who began his advertising career at the ripe age of 37. Ogilvy himself flunked out of Oxford University, worked in the kitchen of a Paris Hotel and as a farmer in the US, and even more significantly as a door to door salesman in England. He’s famed for having created memorable characters like the man with the eye patch in Hathaway Shirt ads, and the distinguished commander in the Schweppes Beverage ads.
Another one of his most famous lines was for Rolls Royce: “The loudest noise you’ll hear is the ticking of it’s clock.” Ogilvy on Advertising is a must read and has pride of place on my bookshelf. Ultimately he retired to France in 1973 and passed away in France at the ripe age of 88, in 1999. Ogilvy has been a huge influence on me.
As you can see, I am a SERIOUS STUDENT of copywriting.
Having just undertaken several months of seminars and years of telephone consults I can say with a strong perspective that most people’s knowledge base is very superficial and their willingness to go and get information when they need it isn’t their strong point.
Frankly, I get asked the most mundane of questions like who does our photocopying, what database do you use, what type of fax machine do we use, etc etc. These questions nor their answers are going to make precious little difference in the scheme of things.
So I suggest that you be the person that knows more about the history and background of your industry or business than anyone else. Ferret out all you can about the pioneers and leaders and innovators in your industry and become a SERIOUS STUDENT. The best and safest path to future success is using time proven strategies multiplied by new technology.
Best regards
Mal
