Often described as “The Father of Advertising,” and “The Original Mad Man,” David Ogilvy is an advertising legend.
Ogilvy is largely known for his advertising work for Ogilvy & Mather, the Madison Avenue agency he founded in 1948. Over the years, Ogilvy and his ad agency created hugely successful campaigns for Rolls-Royce, Sears, the British government, the state of Puerto Rico, American Express, Dove, Shell Oil, and dozens of major brands in the CPG industry.
Ogilvy’s principles are still as relevant today as they were during the Golden Age of Advertising. Apply them to your advertising campaigns, creative copy, social media strategy, or branding strategy, and you’re sure to see results.
Do Your Research
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” -David Ogilvy
Most agencies will simply create a “brand persona” and call it a day. That’s in quotes because these personas usually barely scratch the surface of their customer demographics.
Here’s where good old-fashioned 1960s advertising psychographics come in handy:
This is how you uncover a problem people have, why they’re struggling with it, and how to move forward.
Only when we find the answers to these questions (What are your prospects’ goals? What are their pain points and common objections? How can you help them?) can we understand where to begin with an ad, with content, etc.
Ogilvy elaborated on his views of why research is so important:
“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. We try to write in the vernacular.” -David Ogilvy
Thinking out of the box is imperative for researching your prospective client – especially you are unsure where to start. The brilliant Joanna Wiebe, founder, director, and editor of Copyhackers had a client in which she was completely unfamiliar; an addiction rehabilitation clinic. So, given the demographic, the likelihood of interviewing a target customer was unlikely.
Instead, she went to Amazon, pulled up six best-selling books and started to read “500 reviews in 2 or 3 hours” across, copying the phrasing and terminology directly from people who’ve struggled with addiction.
Wiebe placed those phrases into a chart:
She studied and analyzed the direct quotes she had copied before settling on a landing page headline:
The results? She tested that headline against the control, which was “Your Addiction Ends Here”. The new headline – the one she found in Amazon reviews – brought in 400% more CTA clicks and 20% more lead-gen form submits. She accomplished this not through a magic trick or blind luck, but by simply going straight to her target customers’ vernacular.
Do your research!
Give the Facts
If you’re a marketer, you’ve no doubt heard that you should present prospective customers with “benefits, not features”. And yes, benefits are important—and Ogilvy agreed: “The key to success is to promise the consumer a benefit — like better flavor, whiter wash, more miles per gallon, a better complexion.”
But that does not mean they are a substitute for features and other facts about your product or service. How likely are you to buy something without knowing what that something is, or how it works?
Customers want to know the facts just as much as they want to know how your product can help them. And it’s important to remember that some demographic groups may require more facts than others.
At the end of the day, it all boils down to understanding your ideal customer.
Use Headlines with Immediate Impact
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” -David Ogilvy
Headlines are as close to a magic spell as you’re going to get, and if you’re going to be perfect in only one place, do it here. Write a strong headline that works.
You’ve only got one shot with a headline, 5 to 10 words before your customer scrolls down to the next one. Get. Their. Attention.
The key secret? Clarity. And a few Power Words won’t hurt either.
“Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.” -David Ogilvy
When in doubt, keep it simple. Not “256GB of Storage” what does that even mean? Nope, customer’s not clicking, instead, they keep scrolling.
People want to know, how many photos and songs can they have on their phone? (For the record, that’s 71,111 photos or around 30,000 songs).
Did you know? 95% of our purchase decisions, according to Harvard Business School professor Gerald Zaltman, take place unconsciously.
The bottom line: Decisions happen subconsciously, not always rationally or emotionally. You need a headline that grabs attention and curiosity, while being clear and to the point.
Here are some of the best-selling headlines from Ogilvy’s career:
“It’s a mutiny to mix a Gin-and-Tonic without Schweppes!”
“The man in the Hathaway shirt“
And Ogilvy’s personal favorite: “At 60 miles an hour the loudest noise in the New Rolls-Royce comes from the electric clock”