How to Create Advertising That Sells Ad by David Ogilvy
Successful advertising sells the product With- out drawing attention to itself. It rivets the consumer's attention on the product. Make the product the hero ofyour adsertising. 9. segmentation. Any good ager15' knows how to position products for graphic segments of the market—for men, for young children, for farmers in the South, buylevitraonline.co Size: 1MB. How to create advertising that sells by David Ogilvy (Ogilvy & Mather has created over $,, worth of ad ‘and spent $4,, tracking the resulis, "Here, wid al dhe dogmaties of ‘brevity, are 88 of the things weave learned.
Click image for a larger view. Yet few of the people who use that quote realize it is buried in 1, words of advertising copy. Here, with all the dogmatism of brevity are 38 of the things we have learned. The most important decision. We have learned that the effect of your advertising on your sales depends more on this decision than on any other: how should you position your product?
Should you position Schweppes as a soft drink — or as a mixer? Should you what is a printer cartridge Dove as a product for dry skin or as a product which gets hands really clean? The results of your campaign depend less on how we write your advertising than how your product is positioned. It follows that positioning should be decided before the advertising is created.
Research can help. Look before you leap. Large promise. The second most important decision is this: what should you promise the customer? A promise is not a claim, or how to create advertising that sells pdf theme, or a slogan. It is a benefit for the consumer. It pays to promise a benefit which is unique and competitive, and the product must deliver the benefit your promise.
Most advertising promises nothing. It is doomed to fail in the marketplace. Brand image. Every advertisement should contribute to the complex symbol which is the brand image. Most products lack any consistent image from one year to another. The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand gets the largest share of the market.
Big ideas. Unless your advertising is built on a big idea, it will pass like a ship in the night. It takes a big idea to jolt the consumer out of his indifference — to make him notice your advertising, remember it and take action.
Big ideas are usually simple ideas. They require genius — and midnight oil. A truly big one can be continued for 20 years — like our eye patch for Hathaway shirts.
A first-class ticket. It pays to give most products an image of quality — a first-class ticket. If your advertising looks ugly, consumers will conclude that your product is shoddy and they will be less likely to buy it.
Nobody was ever bored into buying a product. Yet most advertising is impersonal, detached, cold — and dull. It pays to involve the customer. Talk to her like a human being. Charm her. Make her hungry. Get her to participate. Start trends — instead of following them. Advertising which follows a fashionable fad or is imitative, is seldom successful.
It pays to innovate, to blaze new trails. But innovation is risky unless you pre-test your innovation with consumers. Be suspicious of awards. The pursuit of creative awards seduces creative people from the pursuit of sales. We have been unable to establish any correlation whatever between awards and sales.
At Ogilvy and Mather, we now give an annual award how to get rid of a virus on msn the campaign which contributes the most to sales. Make the product the hero of what temperature should yorkshire puddings be cooked at advertising.
Psychological Segmentation. 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.
But Ogilvy and Mather has learned that it often pays to position for psychological segments of the market. It is easier to interest the consumer in a product when it is new than at any other point in its life.
Many how to create advertising that sells pdf have a fatal instinct for burying news. That is why most advertising for new products fails to exploit the opportunity that genuine news provides. It pays to launch your new product with a loud boom-boom. Go the whole hog. 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. Avoid irrelevant celebrities. Testimonial commercials are almost always successful — if you make them credible. 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. You set up a problem that the consumer recognizes. And you show how your product can solve that problem. And you prove the solution. This technique has always been above average in sales results, and it still is. She is your wife. Visual demonstrations. If they are honest, visual demonstrations are generally effective in the marketplace. It pays to visualize your promise.
It saves time. It drives the promise home. It is memorable. Slice of life. These playlets are corny, and most copywriters how big are galapagos giant tortoises them. But they have sold a lot of merchandise, and are still selling. Avoid logorrhea. 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. On-camera voice. Commercials using on-camera voice do significantly better than commercials using voice over.
Musical Backgrounds. Most commercials use musical backgrounds. However, on the average, musical backgrounds reduce recall of your commercial. Very few creative people accept this.
But we never heard of an agency using musical background under a new business presentation. The stand-up pitch can be effective, if it is delivered with straightforward honesty.
Burr of singularity. The average consumer now sees 20, commercials a year; poor dear. One such burr is the mnemonic device or relevant symbol — like the crowns in our commercials for Imperial Magazine. Animation and cartoons. They are less persuasive than live commercials. However, Carson-Roberts, our partners in Los Angeles, tell us that animation can how to cook rice absorption method helpful when you are talking to children.
"How to create advertising that sells"
"How to create advertising that sells" Many feel this is the best ad Ogilvy ever wrote. As stated in "The King of Madison Avenue", people requested reprints ten years after it ran. Four qualities that make up a good ad: 1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures 2. Arouses interest: good word choice 3. Creates desire: uses propaganda techniques to make you believe you want it or need it 4. Causes action: gets results. Sells File Size: 2MB. How to Create Advertising that Sells! In an extract from a David Ogilvy ad " How to create advertising that sells. " David outlines that Ogilvy & Mather at the time had created $1,,, in advertising and spent $ million tracking the results.
In the book, he gave a rather lengthy list of qualities he believed were essential to creating a successful ad campaign. Do your homework on your product. In order to create advertising that sells, you have to do your research first and then let that guide the way you write about your product. Begin by finding out everything you can about the product itself. What are its features? What are its advantages over its competitors? What are some interesting facts about how it is made or the ingredients that go into it?
It was this kind of research that helped Ogilvy come up with one of the most famous ad headlines of all time:. Do your homework on your competitors. If you research your competitors , you know what kind of advertising statements and methods are standard in your niche. This knowledge enables you to adapt some ideas that you like for yourself as well as to recognize a different, more revolutionary approach you could take to stand out. Survey consumers of the product.
Learn how they think about it. Find out what language they use when talking about the product, what aspects of the product matter most to them, and what kind of promise you could make about the product that would appeal to them.
Once you have the facts, you can craft a piece designed to appeal to your best prospects. Related: How to Sell With Emotion. Get your positioning right. Positioning is about deciding who your audience is, whom your ad should appeal to and what advantages you need to stress about your product so it will appeal to your target audience. The example Ogilvy gave is the approach he took to advertising a product that was just coming out called Dove soap.
The better positioning, which he used, was as a moisturizing soap for women with dry skin. So how can you know how to position your product? Consider who your best prospect is and gear your ads to that person.
A dress shop might position itself as the trendy place where teenagers and young women in their twenties shop, or a sophisticated store for upwardly mobile professionals, or the place where mature matrons of a certain income level buy clothing for special occasions and cruises.
Then your advertising should be positioned to reflect the kind of business you are and the type of customer you want to attract. Always write in the language and terminology of your core audience.
Choose the right brand image. When you think of brand image, a number of famous examples come to mind. The idea is to have some recognizable image associated with your product that supports its positioning. Could you or someone else at your company represent and speak for your products and services? You could set this person up as the recognizable face of your company. Done correctly, it could increase brand loyalty and boost your business. So was representing Pepperidge Farm baked goods with an old-fashioned bakery wagon pulled by horses.
Another great inspiration was the Jack-in-the-Box clown as a business executive in a suit. These are all brilliant ideas that have worked for decades to sell products. Maybe you can come up with something like that to represent what you do.
Focus on telling prospects how good you are. List in detail all your great qualities. Create confidence in the value of your product. Use facts and descriptions to confidently put the spotlight on what you provide. Repeat your winners. If your promotional efforts are working well, keep repeating them until they stop working. To avoid being caught in a bind like that, you should always be testing alternatives.
When a new piece out-pulls the old one, roll out to a bigger campaign with the new one. Making this call is based on statistical significance -- simply put, you need to truly know you have a new winner before you get rid of the old one. More than ever, we must have data we can rely on.
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