Persistence, persistence, persistenceDavid Patrick
“I once asked a man who’d worked with him for 40 years what made Ogilvy remarkable. He said, “Persistence.”
The man I was talking to was extremely successful and at the top of his profession. He is worth many millions. He said to me: “I have done extremely well – better than I ever expected. And I think one reason is that I am not a quitter. Other people try something a few times then give up. I keep going for two or even three years. But David never gives up – 10, 20, 30 years, he just keeps going”.
Well, you may take this as a good maxim for running your life. But it actually applies equally to small things. Things as small – but vital – as asking for a reply or an order.
This observation may sound so absurdly simple that you may be tempted to laugh at my naivety, but here goes:
- Don’t ask for the reply or order once or even twice. Ask repeatedly.
- If you’re running a TV spot, keep the number on the screen for longer. If you have a website, ask for a response on every page. Same with a catalogue. If it’s an ad, ask in the coupon – ask also outside the coupon. If it’s a direct mail letter or e-mail, don’t just ask once – ask more than once.
- And ask forcefully. None of this limp-wristed “We look forward to hearing from you” waffle. Be serious. Go for the order!”
There’s more of his wisdom on the IDM’s September newsletter here