I was reading through an article I found in a book.
Ben Settle describes how Gary Bencivengo gave him a slender little volume.
And Gary’s mentor (advertising “legend” David Ogilvy)… said it changed his life and urged all his employees to read it once a year.
That book?
Obvious Adams
(This is a fictional story of a successful advertising man. And a short read.)
Although a fictional story…
Ben says:
“It’s easily one of my most valuable (and profitable) info products.”
And he gives a few lessons that can be learned from this book, one of them being…
Mastering The Fundamentals, Not The “Tricks”.
The story of Obvious Adams starts off with two men entering a restaurant when one of the men notices Obvious Adams sitting at a table by himself.
Looking over at obvious Adams and saying how “ordinary” he looked, considering he’s the most talked about man in the advertising business.
And one of them even says:
“I’ve heard him speak two or three times at the Adleague meetings, but he never said anything that we didn’t know already.
He seems to have a lot of people buffaloed, though.
I confess he was a disappointment to me.”
Ben basically says this happens all the time.
Most people want to learn the “cool” stuff and skip over the fundamentals.
What most people don’t realize is that the most successful marketers never stop mastering the fundamentals.
Sure, they still get temporarily distracted by the new fads and “tricks”…
But they’re ALWAYS going back over the fundamentals. And honing their skills to a razor-sharp edge.
Unfortunately, too many people become disappointed.
And it’s easy to get distracted by all the gurus online who, half the time, don’t know what they’re talking about.
Zaf.
I was reading through an article I found in a book.
Ben Settle describes how Gary Bencivengo gave him a slender little volume.
And Gary’s mentor (advertising “legend” David Ogilvy)… said had changed his life and urged all his employees to read it once a year.
That book?
Obvious Adams
(This is a fictional story of a successful advertising man. And a short read.)
Although a fictional story…
Ben says:
“It’s easily one of my most valuable (and profitable) info products.”
And he gives a few lessons that can be learned from this book, one of them being…
Mastering The Fundamentals, Not The “Tricks”.
The story of Obvious Adams starts off with two men entering a restaurant when one of the men notices Obvious Adams sitting at a table by himself.
Looking over at obvious Adams and saying how “ordinary” he looked, considering he’s the most talked about man in the advertising business.
And one of them even says:
“I’ve heard him speak two or three times at the Adleague meetings, but he never said anything that we didn’t know already.
He seems to have a lot of people buffaloed, though.
I confess he was a disappointment to me.”
Ben basically says this happens all the time.
Most people want to learn the “cool” stuff and skip over the fundamentals.
What most people don’t realize is that the most successful marketers never stop mastering the fundamentals.
Sure, they still get temporarily distracted by the new fads and “tricks”…
But they’re ALWAYS going back over the fundamentals. And honing their skills to a razor-sharp edge.
Unfortunately, too many people become disappointed.
And it’s easy to get distracted by all the gurus online who, half the time, don’t know what they’re talking about.
Zaf.
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