The first book I ever read about advertising was David Ogilvy’s “Confessions of an Advertising Man.”

One of the smartest things I ever did in my life was to take Ogilvy’s advice to read Claude Hopkins’ book “Scientific Advertising” at least seven times.

I did – and many more times than that. I still read it along with Hopkins’ autobiography “My Life in Advertising.”

Now there’s a brand new – and excellent – biography of David Ogilvy written by long time colleague and Ogilvy & Mather adman Kenneth Roman: “The King of Madison Avenue”

There’s so much of value in this new bio – but here’s one gem.

Here Ogilvy describes his company Ogilvy & Mather:

“..the most precious asset we have is probably our ETHOS – the spirit which binds all our offices together all over the world (Note: O&M had over 100 offices.) It embraces:

Intellectual honesty – with our clients and with each other
Thoroughness – as opposed to superficiality
Professionalism – in everything we do
The emphasis we place on character – in choosing people for key jobs
Pride in O&M – tempered by unrelenting discontent with our shortcomings.”

I like all these Ogilvy principles, especially the last: “Pride…tempered by unrelenting discontent.”

It’s a marathon, not a sprint

If you’re giving it your all and you’re working to the highest possible standards, you should be proud of your efforts.

But if you’re smart and you intend to continue succeeding year after year, you’ll realize that best is still yet to come and you’re only really just getting warmed up no matter what success you’ve had.

Technique is important, but it can’t replace this kind of deep-in-the-bones dedication to doing things right.

In that spirit, I’m happy to say that 2010 will mark our sixteenth consecutive year of offering fundamentally sound, cutting edge, and principled training in Internet marketing.

This year, Drayton Bird, a direct marketing pro with over forty years experience will be joining us in Chicago as a featured speaker at System 2010.

Among other things, Drayton is an alumnus of Ogilvy & Mather.

Drayton sold his UK direct marketing agency to O&M, became one of their key DM executives, and was the person Ogilvy entrusted with teaching direct marketing principles throughout the agency’s 100 + worldwide offices.

Details about the event

For more information about System Seminar 2010, Drayton Bird and the rest of our faulty: Click here

Ken

P.S .If you’re reading this before December 31, 2009 and you intend to join us in Chicago, please note that the super “early bird” tuition discount deadline offer expires December 31, 2009.

For more information about System Seminar 2010: Click here

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Can you really condense a seminar’s worth of copywriting advice in just 140 characters or less?

Seven marketers took a stab at it. Here’s what they posted to Twitter in the order they posted.

Some good stuff!

“Only 3 things matter in copywriting: The reader starts reading, he keeps reading, he takes the action you want him to. That’s it.”
- Twitter.com/KenMcCarthy

“Good copy offers relevant benefits with every reason to grasp them; what you miss if you don’t; dispels disbelief and stays in the mind.”
- Twitter.com/DraytonBird

“Copywriting: the art of using words to create first interest, then action.”
– Twitter.com/ShelHorowitz

“Who Am I, What Do I Have, Why Do You Need It, Here’s How You Can Get It Fast!”
- Twitter.com/ChefMarkGarcia

“Get his attention by meeting and stimulating the interests (already on his mind) and meet his desire with an irresistible offer”
- Twitter.com/Andy_Moose

“Get clear on what counts, create, wait, edit, test, keep what works, do it again.”
- Twitter.com/Adriel_Brunson

“Copywriting is: Getting attention and keeping it long enough that the reader takes your desired action.”
- Twitter.com/Healymonster

“Copywriting is conclusively proving that you offer the best solution to the prospect’s problem so they act NOW”
- Twitter.com/shaunoreilly

“Copywriting is discovering what people want & showing them how to get it (in print). It’s not “original” but works for me ;0)”
- Twitter.com/bensettle

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I just received news of Jim Rohn’s death today.

Jim Rohn had an absolute genius for simplifying life and success. Barely a day goes by when I don’t think about one of his aphorisms.

If you know his work, you know what I’m talking about.

If you don’t know his work, by all means check it out.

Here’s a good place to start:

Jim Rohn remembered in death

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I realize that Twitter is a great personal communication tool, but let’s face it: no one ever made money publicly e-mailing back and forth to their friends.

I also know Twitter is good for research and a handy way to see who’s active in a given niche and what they’re up to. But these are support functions, not put money-in-the-bank functions.

So then, how can Twitter become a cash producer?

The Secret

The same way every medium does it: by producing things that people find interesting, useful, entertaining or inspirational.

But, realistically, can you you really say anything worthwhile in just 140 characters?

I didn’t think so until I tried my hand at it.

Here’s what inspired me

At least once a week, I encounter someone who wants to learn or get better at copywriting.

Very often, they’re at the very beginning of their careers and all I can do is recommend a stack of real copywriting books by the giants (Hopkins, Caples, Schwab, Schwartz, Bird etc.) and urge them to read one or more of them.

But I realize that doesn’t help the person right now which is when most people, including me, want when they’re seeking help.

Help is on its way

I’ve thought about this a lot and decided the world needs a copywriting seminar that tells you everything you need to know about copywriting in 140 characters or less.

Much to surprise I was able to create one.

I’m deadly serious.

If you keep these 140 characters in mind you will always know exactly what to focus on when you sit down to write an ad or sales letter. You’ll also never waste another minute on gimmicks or BS advice that doesn’t work.

Sounds impossible, doesn’t it?

I tested this 140 character seminar on two very experienced copywriters and both gave it a double thumbs up.

It’s one of those things that might not seem like much to a beginner, but the more copywriting experience you have, the more you’re realize that the three-step process I lay out is the Holy Grail.

For myself, I’ve been writing ad copy for over 20 years and I’ve found these 140 characters valuable enough to put on an index card and post by my computer.

It may even be as powerful as my “traffic + conversion = profits” formula which has clarified Internet marketing for so many now-successful entrepreneurs, but only time will tell on that one.

So where is this seminar in a tweet?

On Twitter, of course.

Something you can use…in 140 characters or less:

http://twitter.com/kenmccarthy/status/5624862016

Ken

P.S. If you’re not a Twitter user, it’s a snap to register.

You need an e-mail address, a user name and a password and you’re on.

Posting is just like posting to a blog – only 100 times easier.

The interesting part is it allows you to easily follow writers you admire with the single push of button.

And that’s it. 90% of what you need to know about Twitter.

http://twitter.com/kenmccarthy/status/5624862016

- Ken McCarthy

P.S. This year’s System Seminar will be in Chicago, April 9, 10 and 11.

For more info: The System Seminar

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Back during the first Internet industry bubble, I wrote a series of articles called “The Internet Reality Check.”

My milion dollar piece of advice back then (and my talk was taped at Wharton) was “If you really, really want to buy Internet shares, wait and you’ll be able to get all you want for pennies on the dollar.” No one called it better.

Now, at the height of the second Internet industry bubble (oh, yes we are), here’s a short “Internet reality check.” (more…)

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I seem to be having at least one animated conversation per day about Tim Ferriss and his book “The 4-Hour Workweek.”

In one of the online bonus sections that buyers of the book get free access to, I read a quote that I think sums up Tim’s secret to success:

“I (make) more mistakes in 8 weeks then most make in 8 years.”

Tim was referring to the methodology behind his rapid language learning program, but this could easily apply to any of the other things he excels at: dancing, martial arts and direct marketing.

Most people spend their lives avoiding the discomfort of making mistakes. That’s probably the biggest mistake of all.

The only way…the ONLY way…you can learn a skill (as opposed to a theoretical idea) is by doing, making lots of mistakes in the process, and learning to identify and correct your mistakes. The more mistakes you make, the better.

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It’s a dilemma.

Without quality, what’s the point in producing something? But seeking perfection can be counterproductive in the extreme.

Where do you draw the line? (more…)

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The other day I said to some friends: “I’ve made millions with the web and nickels with Web 2.0.”

They laughed and they knew what I was talking about.

But maybe I don’t really know what Web 2.0 is. I wonder. Does anyone?

(more…)

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This idea woke me up Saturday morning sometime before 5 AM.

I say “sometime” because it was dark and I really didn’t want to know what time it was.

I just wanted to go back to sleep, but the thought literally wouldn’t let me. After quite a bit of internal resistance, I finally rolled over and scribbled the words “Results vs. Activity” in the notepad I keep by my bed.

So what does it mean? (more…)

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Where does “success” come from?

That’s the million dollar question, isn’t it?

Hard work? Stamina? Intelligence? Dilligence?

All these these things are part of the pie, but if I had to put it down to any one thing, it would be the ability to generate options. The world rarely does what we want it to and “the best laid plans of mice and men…” – well you know.

So what do you do when life throws you yet another curve ball? (more…)

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