Jun 7, 2026 · 17 min · 14 segments
Book my calendar: https://sales-scalemate.lovable.app/
Paul FohHost
He said, "Why did I write, why did I write a book? The reason why I wrote this book is to do three things." This is 1948, remember.
He said, "I wrote this book, number one, to attract new clients into my advertising business.
I wrote the book, number two, to prepare the world for, for our public offer." In other words, they were gonna go, they were gonna go to the stock market to sh- to sell shares of his company.
[laughs] And then number three, he said, "I wrote the book to make myself better known and well known in the business world." Then he said, "I achieved all three." [laughs] So content marketing did not start today.
It's just that the context and the, uh, the principles don't change, but the context has changed.
The first big idea from this book that I got from this David Ogilvy's book is that, number one, write down the names of your dream clients.
So he said that he wrote the names of the dream client, the companies that he would like to do business with in the future.
When he opened his office, no clients, but he wrote it down from Shell to all the big companies, and he did business with all of them, and his company is still doing business with all of them.
He said, "Why did I write, why did I write a book? The reason why I wrote this book is to do three things." This is 1948, remember.
He said, "I wrote this book, number one, to attract new clients into my advertising business.
I wrote the book, number two, to prepare the world for, for our public offer." In other words, they were gonna go, they were gonna go to the stock market to sh- to sell shares of his company.
[laughs] And then number three, he said, "I wrote the book to make myself better known and well known in the business world." Then he said, "I achieved all three." [laughs] So content marketing did not start today.
It's just that the context and the, uh, the principles don't change, but the context has changed.
The first big idea from this book that I got from this David Ogilvy's book is that, number one, write down the names of your dream clients.
So he said that he wrote the names of the dream client, the companies that he would like to do business with in the future.
When he opened his office, no clients, but he wrote it down from Shell to all the big companies, and he did business with all of them, and his company is still doing business with all of them.
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