Ogilvy on Advertising: 8 key ideas
The core ideas of Ogilvy on Advertising, each in under a minute, written in our own words. Want the full depth? Get the book.
- IDEA 1 OF 8
Advertising must sell
Ogilvy, founder of one of the world's best-known advertising agencies, argues that the purpose of advertising is to sell products, not to win creative awards.
Clever ads that do not sell, he says, have failed.
- IDEA 2 OF 8
Research guides good ads
Ogilvy believed in studying consumers and products before writing ads.
Research shows what works. Guessing about what people want is risky and expensive. Facts about the buyer and the product help the writer find the right thing to say.
- IDEA 3 OF 8
Find the big idea
Ogilvy argues that great campaigns rest on a big idea that captures attention and lasts for years.
Small ideas are quickly forgotten. Without one, ads may look different each time and leave no clear memory.
- IDEA 4 OF 8
Headlines do the heavy lifting
Ogilvy points out that many more people read headlines than body copy.
A strong headline is crucial. If the headline fails to interest readers, most of them never see the rest of the ad. So the main message should go in the headline.
- IDEA 5 OF 8
Long copy can sell
Ogilvy argues that detailed, informative copy can persuade readers who are interested.
Facts sell. A reader who is already curious about a product wants to know more, and a short ad cannot give enough facts. Long copy gives them reasons to buy.
- IDEA 6 OF 8
Build a brand image
Ogilvy argues that every ad should contribute to a brand's long-term image.
Consistency builds value. An ad that looks and sounds different each time confuses people. Over the years, steady messages help people know what the brand stands for.
- IDEA 7 OF 8
Test everything
Ogilvy encourages testing ads to see which work best.
Results matter more than opinions. An ad that the writer loves may not move customers at all. Comparing two versions shows which one actually brings more response.
- IDEA 8 OF 8
Respect the consumer
Ogilvy argues that consumers are intelligent and should not be talked down to.
Respect builds trust. Treating readers as fools makes them ignore the ad. Speaking to them as you would to a smart friend earns their attention.
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