Wednesday, December 10, 2008
"Direct Response was my first love"
I started out in direct response.
Mostly because I had tiny budgets and needed to show results immediately. So I read everything I could find about direct - Drayton Bird, David Ogilvy, Graeme McCorkell, Denny Hatch, Bob Stone, John Caples, Claude Hopkins...
I admit that there was a stage where I was only interested in direct and had little patience for anything else. Since then I've grown an appreciation and a respect for 'general advertising' as David Ogilvy calls it.
However, I agree completely with him when he says that everybody involved in advertising should be skilled in the basics of direct response.
Found video via Conversation Agent