10 Ogilvy Advertising Secrets that Still Work in 2017

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Advertising Secret #1. Research

Ogilvy once said, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

Advertising Secret #2. 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.

Advertising Secret #3. Images First

Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn’t work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.”

Advertising Secret #4. Testing

The most important word in the vocabulary of advertising is TEST. Test your promise. Test your media. Test your headlines and your illustrations. Test the size of your advertisements. Test your frequency. Test your level of expenditure. Test your commercials. Never stop testing, and your advertising will never stop improving.”

Advertising Secret #5. Preview Your Layout

“Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.”

Advertising Secret #6. Knowing What You’re Selling

“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”

Which is important, because:

“Ninety-nine percent of advertising doesn’t sell much of anything.”

 Advertising Secret #7. Positioning

“The most important decision is how to position your product.”

Advertising Secret #8. Personality

“There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.”

Advertising Secret #9. Consistency

“It takes uncommon guts to stick to one style in the face of all the pressures to ‘come up with something new’ every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains to create a coherent image, and the stability to stick with it over a long period.”

Advertising Secret #10. People

“Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.”

“I had a friend who was the King’s surgeon in England. One day I asked him what makes a great surgeon. He replied, ‘What distinguishes a great surgeon is his knowledge. He knows more than other surgeons. During an operation he finds something which he wasn’t expecting, recognizes it and knows what to do about it.’ It’s the same thing with advertising people. The good ones know more. How do you get to know more? By reading books about advertising. By picking the brains of people who know more than you do. From the Magic Lanterns. And from experience.”

Link to the full article: http://www.wordstream.com/blog/ws/2017/03/09/ogilvy-advertising

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