Now-what was it you wanted to sell me?

I first read ‘Ogilvy on Advertising’ in 2020.

Cover to cover, it was an eye opening experience. Packed with insight from one of the greatest to ever do it.

One ad in particular has stuck with me. McGraw-Hill, promoting business publication advertising.

A rather unimpressed-looking businessman sitting in a chair.

The message starts:

“I don’t know who you are.

 I don’t know your company.

 I don’t know your company’s product”

You get the picture.

Then comes the killer line:

“Now—what was it you wanted to sell me?”

Credit: McGraw-Hill Magazines & Fuller Smith & Ross

The problem with modern B2B advertising

It was published in 1958. Nearly 70 years ago. And a lot of marketers still make the exact same mistake.

We run a campaign for a few weeks.

Put an ad in front of someone who’s never heard of us.

Tell them what we do.

Add a Get in touch button.

Then wonder why they don’t.

We’re asking quite a lot from one encounter. Especially when they weren’t looking for you in the first place.

Your audience isn’t ready to buy

The Ehrenberg-Bass Institute and LinkedIn’s B2B Institute estimate that around 95% of potential B2B buyers are out of market at any given time.

They’re not ready to book the call.

They might be in three months. Or six. Or twelve.

But not the first time they see your ad.

Which makes a short burst of “HERE’S WHAT WE DO, BUY IT” messaging to a cold audience a fairly optimistic strategy.

People need a chance to get to know you before you ask them to buy from you.

• You need to be useful before the sales conversation

• Show why you’re the right solution for what they’re trying to accomplish

• Create distinction through repeated use of branded assets.

So when the moment finally comes, they’re not sitting there thinking, “who are you?”

They already know. And they’re ready to get in touch.