Business Marketing Advertising

Ogilvy on Advertising (Summary)

by David Ogilvy

How do you sell one of the world's most expensive cars? Not with vague promises of luxury, but with a single, verifiable fact. David Ogilvy spent three weeks reading technical manuals before writing a single word for Rolls-Royce. The result was a headline that became an advertising legend: 'At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.' This obsessive focus on facts over flair is the secret to advertising that actually sells.

What You Say Is More Important Than How You Say It

The success of your advertisement is determined by the substance of your offer, not the artistic merit of its presentation. A brilliant campaign for a weak promise will always fail, while a simple ad for a compelling promise can be a massive success.

Ogilvy tested two ads for the same brand of margarine. One ad promised an economic benefit ('save money'), while the other promised a flavor benefit ('tastes better'). The flavor-focused ad vastly outperformed the economy-focused one. The underlying promise was the only significant variable; it was the deciding factor in what made consumers buy.

The Headline Is 80% of the Ad

On average, five times as many people read the headline as read the body copy. If your headline doesn't stop the reader and promise a benefit, you have wasted 80% of your advertising budget. It must be specific, newsworthy, and benefit-driven.

For a tourist ad for Puerto Rico, instead of a generic headline like 'Visit Beautiful Puerto Rico,' Ogilvy's research found that the island's unique climate could heal hay fever. His headline became: 'Now you can escape from hay fever—in beautiful Puerto Rico.' This specific, problem-solving headline was wildly successful.

A Brand's Personality Is an Investment

Every advertisement should be seen as a long-term contribution to the complex symbol which is the brand image. A consistent, well-defined personality builds trust and loyalty that is far more valuable than any short-term sale.

The 'Man in the Hathaway Shirt' campaign featured a distinguished man with an eyepatch. The eyepatch had no logical connection to the shirt, but it created an aura of intrigue and sophistication. This 'story appeal' gave the brand a unique and aspirational personality that made it instantly recognizable and desirable for decades.

Research Isn't an Obstacle, It's the Path

Never write an ad without first doing your homework. You must become an expert on the product and the consumer. The most persuasive ideas are not invented; they are discovered by rigorously studying the facts.

To create ads for Dove soap, Ogilvy's agency conducted extensive research and found that competing soaps dried out the skin. Dove, with its 'one-quarter cleansing cream' formula, did not. This single fact, uncovered through research, became the entire foundation for one of the most successful campaigns in history: 'Dove creams your skin while you wash.'

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