David Ogilvy called direct response advertising his “secret weapon.” When he started out in the advertising business, direct response wasn’t exactly a respected form of selling. It was in the red light district of the ad world.
But he was smart enough to know its potential and built his agency, at least in part, with the principles of direct response.
I’ve found a video of Ogilvy addressing a group of direct response advertising professionals and laying out the advantages of direct response over general advertising. This is a treat to watch.