Famous David Ogilvy TV Ad

Below is a famous Television ad that was part of a campaign David Ogilvy created for Shell.

For the first time in history Ogilvy talked about what went into gasoline and how the ingredients in Shell gasoline gave a genuine benefit to users...more mileage.

And he went on to demonstrate that message in a dramatic way in this 60 second televsion ad...

Many other gasoline companies used similar additives in their fuel and an almost identical manufacturing process.

But because Shell was the first to explain that process and how those additives could be of genuine benefit to gas buyers they gained preeminence in the market...

Any other gas company now saying "we also use platformate to increase gas mileage" is automatically comparing themselves to Shell who first explained the benefits.

And giving Shell free advertising AND in all likelihood entrenching Shell's position as the gas quality leader in gas buyers minds.

Claude Hopkins did something very similar decades before when he established Schlitz beer as a genuinely pure by explaining the sophisticated filtering and brewing methods used to manufacture pure beer.

You can turn a standard practice in your industry into a huge "unique" benefit if you're the first to really explain the benefits of that practice to your prospect and tie it into your product or service.

Also read...
David Ogilvy FREE 55 Minute Video
Jay Abraham, Claude Hopkins, Schlitz Beer And Preeminence
Online Video On Your Salesletters
Multiply The Impact Of Your Sales Message
Marketing With YouTube And Online Video

Kindest regards,
Andrew Cavanagh

More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog

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