On Standing Out….

David Ogilvy, known as “The Father of Advertising,” has this to say about marketing:

“There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.” (Emphasis mine).

What does that mean for marketing your financial services? Don’t be afraid to stand out, carve out a niche, or stake your identity. Ultimately, you probably have the same products, services, and major differentiators as everyone else. If your marketing sounds like everyone else, you’ll get lost in the noise.

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