Anthony "Sully" Sullivan sells Oxiclean--and Ped Eggs and Tap Lights and Orange Glo--to millions who suddenly decide they need nothing more than stain removal or smooth heels. Here are his tips for making yourself or your company as irresistible as his "As Seen on TV" products.
"Unless your advertising is built on a big idea, it will pass like a ship in the night." -- David Ogilvy (1911-1999), Legendary advertising executive
A friend of mine recently showed me his book of dreams. He's a residential real estate broker who's built a booming business on on the idea of "finding your dream home." Years ago I realized that everyone has a dream home whether they've articulated it or not," he explained to me. "So I put together a book of common elements in dream houses - lighting, space, bookshelves, greenery etc.
"I always tell prospective clients about the chinks in our armor. I have noticed that when an antique dealer draws my attention to flaws in a piece of furniture, he wins my confidence."
-- David Ogilvy (1911-1999), Confessions of an Advertising Man (1963)