Confessions of an Advertising Man: 8 key ideas
The core ideas of Confessions of an Advertising Man, each in under a minute, written in our own words. Want the full depth? Get the book.
- IDEA 1 OF 8
An outsider built a great agency
Ogilvy describes how he started his own advertising agency in New York with little money and few clients, after working as a chef, salesman and researcher.
He shares lessons from building it into a famous firm.
- IDEA 2 OF 8
Hire talented people
Ogilvy argues that an agency's success depends on hiring talented, hardworking people.
He looked for intelligence and character. Good people create the ideas and the work that clients pay for, so weak hiring cannot be fixed later.
- IDEA 3 OF 8
Win clients carefully
Ogilvy describes how he won clients, stressing preparation and honesty.
He advised choosing clients carefully. A client who suits the agency is easier to serve and more likely to stay for years. Honest promises protect that bond.
- IDEA 4 OF 8
Keep clients through results
Ogilvy argues that agencies keep clients by delivering results and building trust.
Relationships matter. A client who sees sales rise or costs fall has a strong reason to stay. Good work and honest dealing build the trust that keeps the business.
- IDEA 5 OF 8
Great campaigns need research
Ogilvy describes how research and knowledge of the product help create campaigns that sell.
Facts inspire ideas. Knowing the product well gives the writer real facts to use. A creative idea built on facts is more likely to persuade than one built on guesswork.
- IDEA 6 OF 8
Write clear, specific copy
Ogilvy offers advice on writing copy, such as being specific and avoiding vague claims.
Clear writing persuades. Exact details give the reader something to believe, while words like best or amazing prove nothing. Clear copy also saves the reader's time.
- IDEA 7 OF 8
Use images that tell stories
Ogilvy discusses using photographs and illustrations that intrigue readers.
Images should support the message. A picture that makes people curious pulls them into the ad before they read a word. If the picture has nothing to do with the offer, it only distracts them.
- IDEA 8 OF 8
Advertising has responsibilities
Ogilvy discusses criticisms of advertising and argues that honest advertising serves society.
He rejects deceptive ads. Lies in ads harm both the public and the business that tells them. Ogilvy holds that honesty is the right way and also the wise way.
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