Secrets To Ogilvys Creative Copy
It Is Very Difficult To Make Things Extraordinarily Easy
David Ogilvy is known throughout the copywriting and advertising industries as “The Father of Advertising” and the “Original Mad Man.”
Ogilvy is the founder of the multibillion-dollar advertising agency, Ogilvy & Mather and is known across the world for his amazing work in advertising, He has helped create hugely successful campaigns for multinational brands such as Shell, Dove, and Rolls-Royce.
Time magazine has described David Ogilvy in its issue from 1962 as “the most sought-after wizard in today’s advertising industry.”
Being the advertising executive and copywriter, Ogilvy has learned the craft of making the most difficult things extraordinarily easy and created some of the world’s most successful and iconic marketing advertising campaigns.
Ogilvy is one of the pioneers of information-rich, engaging and “soft sell” ads that did not insult the intelligence of the prospect and made it easy to attract their attention.
His successful advertising campaigns teach us how to influence readers, persuade prospects, and create powerful, memorable and evergreen content.
Ogilvy's work has plenty to teach us about branding, productivity, creativity, research, and ambition.
In this article, we focus on the craft of David Ogilvy and how he made difficult things extraordinarily easy for brands to persuade their target audience and converted them into permanent customers.
In the modern world, it is quite useless to be an original and creative thinker unless you can sell what you create.
1. Create Copy That Speaks To Your Audience
Cleverness does not always sell products or services. It is original thinking that makes marketing work in the long run.
If you are not willing to connect with your audience or interested in building trust, your marketing efforts won't bear any fruit.
When you sit down to write compelling marketing copy, always re-examine the motivation of your audience towards buying your product.
I don't know the rules of grammar... If You're trying to persuade People to do something, or buy something, it seems to me You should use their language, the language they use every day, the language in which they think.
Do not create content just to sound clever or impressive, instead focus your energies on creating content that is helpful and insightful for your audience and engages them instantly.
"Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you."
Ogilvy believed in research wholeheartedly and was always well-prepared before he sat down to write.
When you create an advertising copy, make sure you have learned everything that is to learn about your topic (and your audience), once you are sure you are not missing anything, unleash your unconscious mind, and see your creativity flow.
"If you have all the research, all the ground rules, all the directives, all the data — it doesn’t mean the ad is written. Then you’ve got to close the door and write something — that is the moment of truth which we all try to postpone as long as possible."
2. Never Talk down or Act Condescending Towards Your Customers
The secret to Ogilvy's success in advertising is the amount of respect and value he had for customers.
He would always speak on behalf of consumers everywhere.
No matter how great your product is, when you speak down to your audience it will surely turn them away from your product.
It is imperative for brands and advertising agencies to treat the customer with respect and dignity.
You are on equal footing, or perhaps a bit lower, consider yourself in need of the sale and reflect that position in your ad copy.
"A consumer is not a moron. She’s your wife. Don’t insult her intelligence, and don’t shock her."
Never write and advertisement which you wouldn't want your family to read.
You wouldn't tell lies to your own wife.
Don't tell to mine.
3. Explain To Your Consumers Why They Should Buy Your Product
"The more informative your advertising, the more persuasive it will be."You might hook your audience with a catchy headline, and you have convinced them about how great your product is but have you pondered and mentioned in your ad copy why they should be buying your product and how it benefits them?
Telling your customers why your product is important and why they should be interested is crucial to making a sale.
Because consciously or subconsciously, these questions are already running through your customer’s head.
If you want them to act immediately, you need to answer those questions for them by making your copy informative.
4. Dream Big or Go Home
"Don’t bunt. Aim out of the ballpark. Aim for the company of immortals."
If it doesn't Sell, it isn't Creative.
Your ad copy is what brings your product to life. It entirely depends on how well you craft your ad copy.
If you take shortcuts or present a copy that is less than compelling for your audience, it will fail your product.
No entrepreneur or business owner can afford bad copy. You need to grasp the essence of the product and achieve perfection in crafting an ad copy that will not only attract customers but also persuade them to take action.
5. Be Passionate About Creating Something Extraordinary
Ogilvy says: "Play to win but enjoy the fun."
Remember to always keep things in perspective.
Be passionate about creating killer content for your audience who really need it and want to share it with the world.
Be the marketing hero you have always aspired to be.
effective rules [action plan]
In the next one hour think what skill you have that you most want to promote.
Once you have figured out the skills you want to promote, find out all the ways you can market yourself goals.
Creating an attractive resume that shows not only your skills but your passion and drive to achieve your career objectives.
Send out your resume to companies that you have always wanted to work at and make sure you get in at least one of these companies within 6 months or a year.
About the Author Emanuele B
Hey there, my name is Emanuele and I am the creator and editor of effectiverules.com.
I have been avidly learning all I could about Personal Development in the last 20 years and my mission is to share my same path, self fulfillment and peace of mind!