All You Need is One

I was flicking through Ogilvy on Advertising yesterday and stumbled upon the single page print ad that was written for "How to Win Friends and Influence People." A book I'm almost certain you're familiar with.

The ad (at the time of writing) was attributed with 3 million sales of this book.

One page.

It's easy to get seduced by all manner of tactics and techniques, 10 step funnels, complex logic sequences and retargeting algorithms, but what if you took all of that effort to write one compelling story that persuades in perpetuity?

Couple that with a media asset that is timeless (in this case, to the tune of 30 million copies).

You can make the argument that the world functions a little differently now, attention spans are shorter, and volume of ads has increased massively, but that doesn't change the lesson.

If you can tell a great story, the only thing left to do is to get people to read it.

All You Need is One