You'll never create a failing campaign after learning these 4 lessons by the father of modern advertising, David Ogilvy

“ 99% of advertising doesn’t sell much of anything” - David Ogilvy 

Terrible, terrible, terrible - that’s the state of most ads today!

If your ad isn’t making someone raise their eyebrows, smile, or share it with a friend, then it’s boring, weak, and forgettable. A consumer is faced with more than 5000 ads per day. Does your ad stand out? Or is it just lost in the Cosmic Dust?

Lesson #1 

“ The headline is the most important element in most advertisements” - David Ogilvy

The headline is the “ticket on the meat.” If you’re not able to get the attention of your audience through your headline, it’s game over. Headlines should always get the attention of the readers who are your prospects. Display the words, “GYM RATS”, “FOODIES”, “ACNE SUFFERERS”, “FATHERS”, “COLLEGE STUDENTS”, “SINGLES”, etc. 

Headlines shouldn’t sell the product. They should sell a dream. They should sell an experience. The best headlines raise curiosity to make you want to read the body. 

The 2 most powerful words for a headline are “FREE” and “NEW”. Consumers are always searching for better alternative, cheaper products, or improved services. Inserting words such as “BREAKTHROUGH, LASTLY, AT LAST, JUST ARRIVED” all work wonders.

Lesson #2

Suppose you’re at a house party. A guy comes up to you and tells you, “I’m thinking about buying the new Jaguar.” Now you should write your body as if you were answering him.

Research his needs. Why is he buying the latest Jaguar coupé? Is it because it makes him feel status? Or is it because it makes him feel luxurious? Or is it because it’s beautiful? Or it is to attract ladies? Or is it to bring out his inner CEO? Research is best to tap into his buying switch.

The more direct, the better. Beating around the bush isn’t advised. Nor is it good to use generalization or superlatives. But it’s important to be enthusiastic and vibrant.

Lesson #3

Pictures are overlooked and underappreciated. A picture indeed is worth a thousand words. A picture is usually put without much planning. A picture can be a make it or break it for the ad. Think of the Volkswagen ads that were used back in the 60’s. They still live on to this day. They’re iconic. They arouse the reader's curiosity. No one can even look at a vintage Volkswagen advertisement and not be intrigued by it.

Lesson #4

Make your copy look easy to read. The opening paragraph should be in the maximum of 11 words. Otherwise, it will shy away the reader. Paragraphs should be as short as possible, but long enough to tell the idea. Long paragraphs are tiring and feel like reading a thesis.

To sum it all up, make your advertising remarkable, memorable, easy to read, and sellable! Selling the benefits, the dream, the story, the experience. After all, the sales process start at the advertising, not after it. Keeping this in mind will help you advertise differently.

These lessons were extracted from the book, “Confessions of an Advertising Man,” by David Ogilvy. It’s a must read for everyone who runs or works at an advertising agency as David gives practical tips such as getting and keeping clients, as well as creative iconic campaigns.

If you enjoyed this post, please give it a like, and maybe share it with someone you think would benefit! Feel free to connect with me if you wanna share any ideas. - Mohamad