“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”
As one might expect from David Ogilvy, the iconic ad man and copywriter, this quote from the opening paragraph of Ogilvy on Advertising largely sums up his philosophy. Sometimes called the “Father of Advertising,” Ogilvy created several successful and legendary campaigns for Hathaway, Schweppes, Rolls-Royce, Dove and Shell.
While many of the ads used as examples in the book look dated by today’s design fashions, the strategic thinking behind them is anything but.
Ogilvy’s preferred nomenclature for “creative” was “the big idea.” His developed his big ideas following extensive research. He regularly applied direct marketing techniques, which he believed were more effective at selling.
Most of his “hints” (He bridled at the suggestion that he imposed rules.) are relevant today, though not often followed. Here are a few:
- Don’t use celebrities as spokespersons.
- Don’t use sex to sell unless it is relevant to the product.
- Don’t set text in reverse. It’s hard to read.
- Use long copy. It sells better than short if it tells a compelling story.
- Emulate the look of editorial.
- Don’t attempt humor unless you are actually funny.
- Demonstrate the product in use.
- Use the product name within the first ten seconds of a TV or radio spot.
- Show the package.
- Avoid committee decisions on campaigns.
- Advertise through recessions.
The book addresses everything from hiring (“Never hire your friends.”) to word-of-mouth advertising (“… nobody knows how to do it on purpose.”).
Of course, marketing techniques and channels have changed significantly since 1983, most notably as a result of the impact of digital technology. What would Ogilvy have thought of interactive marketing?
Given his strong advocacy for research and direct response, I imagine he would have embraced using a medium where targeting, customizing, and tracking are advantages. I think he would have delighted in engaging the customer directly.
What do you think? Are Ogilvy’s “hints” still relevant?
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They are if you’re interested in actually selling the product. I think he would have especially enjoyed the new video capabilities. Video is like long copy for those that don’t want to read. Which seems to be a fair number of people today. But then again they’re “hints.” I read this blog in reverse type. It’s hard to read but not as bad as the mouse type in this comment box.