You can already guess my answer…
Why am I so confident?
Because a non-techie has done it before. With a popular technology we all know.
The non-techie selling this car wasn’t an engineer. He was not a mechanics guy.
In one life, he was an apprentice chef. In another, a farmer. He and his wife even lived among the Amish for a few years.
He was hardly a specs or stats guy… But that wasn’t the point.
Instead, this advertiser figured out how to translate facts into punchy statements. All designed to ‘ooh’ and ‘aah’ the reader.
That’s how he managed to summarise the car’s cutting-edge technology, power, and engineering. All into a single headline.
And it became one of the most famous headlines in existence.
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.”
Sales rose 50% after that ad. Enough to give Rolls-Royce executive a good dose of wallet obesity.
And the guy who wrote that?
David Ogilvy. Advertising tycoon. Founder of Ogilvy & Mather.
Even though Ogilvy wasn’t a car engineer, he figured out how to summarise the car’s tech in one incredible sentence.
By the hard slog of research.
Ogilvy didn’t write that headline by being creative. In fact, he didn’t even WRITE the headline.
Ogilvy spent three weeks reading about the car. He researched. He looked for anything he could use in an ad. To him, research was “extremely tedious” but always essential.
And his research paid off. Big time.
It was in his pile of research that Ogilvy found that electric clock sentence. He found it in The Motor, a British motor magazine. In an article by the Technical Editor.
When Ogilvy saw that, he struck gold.
Ogilvy made it a headline, and then made history.
My takeaway from that…
Expertise in a field isn’t needed to write great marketing for it. Great marketing is powered by great research and market-savvy.
As long as the advertiser has a good eye for what human forces appeal to the market…
And keeps alert for that in his research…
Then he can build the bridge between what your company offers, and what the market desires.
Let me ask: Does your advertising resonate with your market?
Have you found the details about your company and its offer that make people ‘ooh’ and ‘aah’?
If not, perhaps let me find those ooh/aah details for you.