How to Boost Sales with the Ogilvy-Oyster Method of Content Marketing
Ever feel like your content marketing efforts are falling flat, despite your best efforts? You’re not alone. Most marketers create valuable "how-to" content and toss in a product promotion at the end, hoping for the best. But what if there was a more subtle, more effective way to convert readers into buyers?
Enter the "Ogilvy-Oyster Method"—a strategy so sneaky yet powerful that it transformed a simple ad about oysters into a successful campaign for Guinness Beer. This method is a game-changer for any marketer looking to boost sales without being too pushy.
The Genius Behind the Ogilvy-Oyster Method
Let's rewind to the 1950s, when David Ogilvy, often called the "Father of Advertising," crafted a clever ad that wasn't about what it seemed at all. Titled “The Guide to Oysters,” this full-page ad was rich with details about different types of oysters, where they came from, and the best ways to prepare them. It was the kind of informative content that readers might cut out and save for later.
But here's the twist: nestled in the corner of the ad was a subtle suggestion—Guinness Beer is the perfect drink to pair with oysters. The ad wasn't about oysters at all; it was about promoting Guinness. Clever, right?
This is what we now call the Ogilvy-Oyster Method—a way to embed your product into content so seamlessly that the reader doesn’t even realize they’re being sold to.
Shift Your Perspective: From Traditional to Sneaky Content Marketing
Most marketers create “how-to” content that provides value to the reader and then tack on a product recommendation at the end. This might work sometimes, but it often comes off as an afterthought. The Ogilvy-Oyster Method, however, flips this approach on its head. Instead of just mentioning the product at the end, the product is woven into the very fabric of the content itself.
For example, if you’re promoting a course on Facebook Advertising, your article title might be, “How to Get 50 Buyers a Day Using Facebook Ads.” In the article, instead of merely providing tips, you integrate references to the course throughout the content.
When explaining a step, you might say, “For a detailed breakdown of this strategy, check out the guide on page 43 of the Super Traffic Course.” This way, the product is positioned as an essential part of the process, making it feel indispensable.
The Power of Pre-Supposition: Making Readers Think They Already Own the Product
So, why does this work? The magic lies in a psychological concept known as pre-supposition. By writing your content as if the reader already owns the product, you create a subtle cognitive dissonance.
They start to feel like an insider—someone who already has access to exclusive knowledge or tools—but there’s a catch. They don’t actually own the product… yet. This creates a desire to resolve that dissonance, often by purchasing the product to feel whole again.
Here’s a practical example: a friend of mine used to create content that ended with a product pitch. Readers loved his advice but rarely bought what he was selling. After switching to the Ogilvy-Oyster Method, sales soared.
People began purchasing the product because the content made them feel like they were already missing out on the full experience. In less than four months, he was able to quit his full-time job and focus solely on his online business.
Advantages of the Ogilvy-Oyster Method
This method offers several distinct advantages over traditional content marketing strategies:
- Creates a Seamless Buying Experience: Instead of feeling like they’re being pitched to, readers feel like buying the product is a natural next step.
- Builds Authority and Trust: By providing valuable information and demonstrating how a product fits into that narrative, you position yourself as an expert in the field.
- Increases Perceived Value: When the product is presented as an integral part of a useful strategy or process, its perceived value increases significantly.
- Enhances Engagement: Content written this way is more engaging because it’s directly tied to achieving a specific goal that the reader cares about.
A Step-by-Step Approach to Using the Ogilvy-Oyster Method
Ready to try the Ogilvy-Oyster Method for yourself? Here’s a step-by-step guide to integrating this strategy into your content:
- Identify the Product: Start with the product you want to promote, whether it’s your own or an affiliate product.
- Develop a How-To Framework: Create a “how-to” guide that naturally lends itself to using the product. This could be a tutorial, a step-by-step guide, or a case study.
- Integrate the Product Throughout: As you outline the steps or provide information, weave in references to the product as if the reader already owns it. Mention specific pages, tools, or resources within the product.
- Balance Value and Tease: Your content should still provide value on its own, but hint that the full experience or the easiest path to success requires the product.
- Create a Call to Action (CTA): Include a CTA that encourages readers to purchase the product. It could be something simple like, “To get the most out of these strategies, make sure you have the Super Traffic Course handy.”
- Promote Consistently: Share your content across all your marketing channels—blog, email, social media, and more. Repost and repromote regularly to keep the content fresh in readers' minds.
The Power of Integration
As content marketing expert Neil Patel puts it, "The best sales pitches don’t feel like sales pitches—they feel like helpful advice that leads to natural conclusions." This perfectly encapsulates the Ogilvy-Oyster Method. Your content isn’t just a sales pitch; it’s a helpful guide that naturally leads readers to realize they need your product.
Example of the Method in Action
Imagine writing an article on “How to Optimize Your Website for SEO.” Instead of listing all the tips and then promoting an SEO tool at the end, you’d write something like:
“When researching keywords, refer to the 'Advanced Keyword Planner' on page 10 of the Ultimate SEO Guide. This tool makes it simple to identify high-traffic keywords with low competition. If you don’t have the guide yet, grab it here—it’s a game-changer for your SEO strategy.”
By positioning the product as a crucial resource within your content, you subtly nudge the reader toward the purchase.
Conclusion: Master the Art of Sneaky Selling
The Ogilvy-Oyster Method isn't just a sneaky way to boost sales; it's a smart strategy that enhances the reader experience and positions your product as the ultimate solution. It’s about creating content that feels valuable and authentic, leading readers to a natural conclusion that purchasing your product is the best next step.
It may take a bit of practice to get the balance right, but once you do, the results speak for themselves. Start integrating this method into your content strategy today, and watch as your sales start to climb. Remember, in the world of marketing, subtlety can be your greatest ally.
