My Last Will and Testament (Ogilvy)
Creating successful advertising is a craft, part inspiration but mostly know-how and hard work. If you have a modicum of talent, and know which techniques work at the cash-register, you will go a long way.
The temptation to entertain instead of selling is contagious.
The difference between one advertisement and another, when measured in terms of sales, can be as much as nineteen to one.
It pays to study the products before writing your advertisements
The key to success is to promise the consumer a benefit - like a better flavour, whiter wash, more miles per gallon, a better complexion.
The function of most advertising is not to persuade people to try your product, but to persuade them to use it more often than other brands in their repertoire.
What works in one country almost always works in other countries.
Editor of magazines are better communicators than advertising people. Copy their technique.
Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. By attempting to cover too many things, they achieve nothing. Their advertisements look like the minutes of a committee.
Don't let men write advertising for products which are bought by women.
Good campaigns can run for many years without losing their selling power. My eyepatch campaign for Hathaway shirt ran for twenty-nine years. My campaign for Unilever's Dove soap has been running in the United States for thirty-one years, and Dove is now the best seller.
David Ogilvy, 1987
- In Confessions of an Advertising Man
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