legend: iconic businessman and original “Mad Man” David Ogilvy. On. September 7th Read the Roman-Raphaelson book on writing. Read it three times. 2. It was written by David Ogilvy and circulated in magazines in All it does is spell out all . Ogilvy on Advertising book by David Ogilvy. He was a HUGE fan Download as Google Doc, Word, or PDF file —. Hopefully you. Ogilvy commissioned Added Value, the research and consulting company, to carry out a global consumer . Wieden +. Kennedy embraced this and created “ The Book of Dreams,” a big ideaL. Our own David Ogilvy believed this was true of.
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Ogilvy on. Advertising. David Ogilvy. Vintage Books. A Division of Random House story of how Ogilvy & Mather came into existence, and set forth the. I hope you'll enjoy this free copy of Claude Hopkins classic book, Scientific Not only is this the very same book master copywriter David Ogilvy used to. Editorial Reviews. From the Inside Flap. A candid and indispensable primer on all aspects of Want to know our Editors' picks for the best books of the month?.
The Boron Letters — by Gary Halbert: I mailed it to a small 5K list to test and waited. It is a benefit for the consumer: Research can help. Editorial layouts. These playlets are corny, and most copywriters detest them.
Successful advertising sells the product without drawing attention to itself.
Any good agency knows how to position products for demographic segments of the market for men, for young children, for farmers in the South, etc. It is easier to interest the consumer in a product when it is new than at any other point in its life. Many copywriters have a fatal instinct for burying news. This is why most advertising for new products fails to exploit the opportunity that genuine news provides. Most advertising campaigns are too complicated.
They reflect a long list of marketing objectives. They embrace the divergent views of too many executives. By attempting too many things, they achieve nothing. It pays to boil down your strategy to one simple promise-and go the whole hog in delivering that promise. Either celebrities or real people can be effective.
But avoid irrelevant celebrities whose fame has no natural connection with your product or your customers. Irrelevant celebrities steal attention from your product. This technique has always been above average in sales results, and it still is. It pays to visualize your promise. It saves time. It drives the promise home. It is memorable. These playlets are corny, and most copywriters detest them. But they have sold a lot of merchandise, and are still selling.
Make your pictures tell the story. What you show is more important than what you say, Many commercials drown the viewer in a torrent of words.
We call that logorrhea rhymes with diarrhea. We have created some great commercials without words. Most commercials use musical backgrounds. However; on the average, musical backgrounds reduce recall of your commercial. Very few creative people accept this. Less than five percent of television commercials use cartoons or animation. They are less persuasive than live. The consumer cannot identify herself with the character in the cartoon.
And cartoons do not invite belief. However, Carson Roberts, our partners in Los Angeles, tell us that animation can be helpful when you are talking to children.
We have found that commercials with an exciting opening hold their audience at a higher level than commercials which begin quietly. The consumer is always on the lookout for new products, or new improvements in an old product, or new ways to use an old product. Economists-even Russian economists-approve of this.
So do consumers. Your headline should telegraph what you want to say-in simple language. Readers do not stop to decipher the meaning of obscure headlines. In headline tests conducted with the cooperation of a big department store, it was found that headlines of ten words or longer sold more goods than short headlines.
In mail-order advertising, headlines between six and twelve words get the most coupon returns. Readership falls off rapidly up to fifty words, but drops very little between fifty and five hundred words.
This page contains words, and you are reading it. It is easier said than done. They attract more readers, generate more appetite appeal, are more believable, are better remembered, pull more coupons, and sell more merchandise. It follows that you should never use a photograph without putting a caption under it; and each caption should be a miniature advertisement for the product-complete with brand name and promise.
David Ogilvy seemed like a pretty goddamn awesome guy. He was super vocal about how dumb it was that agencies would make advertisements that would try to win awards….
He was a HUGE fan of the direct mail world because of how scientific they were in their marketing vs the not-scientific-at-all advertising agencies of the world. He accurately predicted most advertising would start being measured down to the penny. As computers became more prevalent this became truer and truer.
Hopefully you enjoyed this post and learned something! Did you know this ad was in a series of 6 ads of similar nature?
Great piece, thanks for sharing. Where did you ever find a copy of this ad that was a high enough resolution to print and frame?!?! At my last apartment the interior decorators that setup the whole thing knew I loved Ogilvy Ads, and made high res photocopies from my Ogilvy On Advertising book and framed them.
Apparently they tried to get them printed online but got some copyright issues, so they went to a local Kinkos and did it! It seems to me, a new copywriter — just graduated AWAI six figure copy-writing — that the only copywriters making money are teaching or writing for other copywriters.
Please to share how to get going and make money? You have to PROVE yourself to the world by writing lots of articles, by contributing good writing, by working with successful clients, by building your way up.
An example is Tam Pham, search his name on this article and see how he did it: They find it easier to teach young copywriters than to write copy. The best, most consistent, and longest-lasting opportunities still come from actually writing copy for clients who value direct response copywriters.
I copied this out by hand a few months back and by the end of it I felt like I learnt a hell of a lot. By reading your stuff, A lot of Halbert, Ogilvy and more I managed to pick up my first gig not exactly a large pay cheque by providing the client with loads of information… She hired me straight away.
Hey Neville, thanks for taking the time to share this and the other resources too. Always find your content super helpful. My current fav is Breakthrough Advertising by Eugence Schwartz.
You mention Ogilvy on Advertising as one of your 3 favourite books. What are the other two? I have my entire list of 8 or so top copywriting books here. The Boron Letters — by Gary Halbert: Adweek Copywriting Handbook — by Joseph Sugarman 3.
Ogilvy on Advertising — by David Ogilvy. Hi Neville, I have been following you, like a fan, not a stalker, for years. Enjoy your stuff and everybody who you recommend. Now that I understand maybe you have some secret sauce that will make me take action.
O wait!. Thanks Neville. Hey Tim, this is more of a fun homage to David Ogilvy…. Thank you so much for your sharing.
Such a great work! The other picture about Ogilvy ads on the wall, could you share? I really want to read more. I have my whole swipe file of Print Ads here: Thank you so much! Can you provide a Google Docs for these also?
One of the best posts!! Thanks Sir Neville!!
I want to create a poster of the same thing!! I love inspiration! And you are good at keeping my head in the game! Olgilvy is awesome! As I immerse myself, everyone speaks Olgivly! Great read. Thanks for that. Maybe you could do a post and go over each of these 38 points with examples and further commentary?
Just a thought. Hey Pete….. The beauty of this simple ad was to list everything out in rapid-fire format, so you can briefly glance at it, get an idea, then go on with your day: Great stuff as always, Neville. I keep getting an error message when I try to download the files. Am I the only one having this problem? I really really wanted to take a look at these… if anyone wants to share… feel free to email me.
I would like to get the kopywriting kourse. Im ready to give you my money….. I have a question, How can I get feedback on copywriting? Inside my own course we have bi-monthly office hours where you can get feedback directly from me. Neville, I knew you were holding out on us man. This morning read tasted great with my coffee and bean n cheese taco! Glancing at the bookshelf next to my computer I see all the old familiar names — Hopkins, Caples, Ogilvy, Schwab, Collier, Schwartz, Bly — as well as some lesser known or newer ones: All excellent reference books regardless of their age and many of which Neville references in his copywriting materials.
It was a standard package for the time: I mailed it to a small 5K list to test and waited. He came back to me and said the post office wants you to rent a bigger box: This, in my opinion, is a very good and useful thing. My appetite is whetted, could you gift us all a list or a picture of your bookshelf? Thank you much. I bought Ogilvy on Advertising at a used book store a few months ago and was amazed by the value.
Very relevant info in the scope of selling today. Thanks Neville! Glad you liked these Roderick! That book is amazing, chock-full of awesome advertisements and great wisdom from Ogilvy himself! Whahoa where has this been all my life? Thank you for sharing these have never seen them before.
Love it! Here it is: I like it because it contains an entire marketing education on a single page.
It utilizes this weird phenomenon where: How to create advertising that sells by: The most important decision. Large promise. Successfully reported this slideshow. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime. Upcoming SlideShare. Like this presentation? Why not share! An annual anal Embed Size px.
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