Thursday, July 07, 2005

Ogilvy on Boredom

I can never get enough Ogilvy.. so here's another:

"You can't bore somebody into buying something."

-- David Ogilvy

Wisdom? Maybe.. Truth..fer sure. Generally, marketers of all kinds (eBay included) should not encite boredom with their words.

Stay away from marketing exercises that are heavy on dry jargon. Make sure you place technical specs *after* the benefits. Once prospects get excited about how their life's going to change, the specs will get them even more excited.

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