How to Create Advertising that Sells Review
David Ogilvy is known across the world as “The Father of Advertising.” This How to Create Advertising That Sells Review looks at one of the strongest, if not THE strongest, works on the rules of advertising. It’s based solely on market research and will deliver on the promise.
Ogilvy was an advertising exec sensation who was sought after within his industry. He compiled more than 40 years of advertising research into one amazing piece. It only contains 1900 words. It ran during the 1960’s and 1970’s in newspapers for his company. Ogilvy wrote Confessions of an Advertising Man, quite probably the most prominent and celebrated books authored on Advertising. He started his lengthy vocation employed by Gallup. Knowing what Gallup does, that’s likely to be most perfect point for an advertising man to start a stunning profession.
So We Begin… Part One
In this Ogilvy quintessential masterpiece “How to Create Advertising that Sells” Review, we’ll cover the initial 7 maxims. Now, covering seven rules out of 38 can appear to be insignificant at first glance. However, one would at their wit’s end to stuff this quantity of information concerning the ad biz into a more condensed study.
Maxim One: Position
Ogilvy considers Dove soap as the ideal illustration. They have a few choices for the campaign. Would selling clean hands be their best option? OR, would selling soft skin be a better option? The decision ad execs made that day was the first-rate answer for Unilever as proprietor of the Dove brand. When getting ready to sell a product or service, begin here.
Maxim Two: The Promise
With making a very large promise, Ogilvy said the ad can’t be wrong. Make the “obligation” exclusive. Make it a real contender. Lastly, the product or service had MUST ACCOMPLISH the promise given. If it can’t, start over.
Maxim Three: Image
When considering branding a person or business, create the “most sharply defined personality” for the brand. When every ad campaign goes in several different directions and lacks a concise focus, that business is likely to fail. A big picture is what is missing. Advertising should be based on a campaign, not a single ad. Lacking a consistent theme from one ad to the next is a kiss of death. With social media, coming across as a slightly bi-polar is easily possible. Successful social media campaign ideas have to pull together this idea as a foundation. Make the brand image consistent every place, every time.
Maxim Four: ONE LARGE Idea
Ogilvy said it’s normally a very basic concept. It just takes one idea, though. It required because it “gives the customer a jolt” and makes them pay attention to the ad. It’s no secret that a business must stand apart from the competition in order to get noticed. Agreed? But, in order for a customer to take action, it’s a completely different thing. Developing over-the-top, complicated ideas are amazingly easier than coming up with ONE Straightforward, uncomplicated LARGE idea, according to Ogilvy. It requires pure genius. They will withstand the test of time.
Maxim Five: Superior
Its common sense, but it’s often overlooked. Consumers consider an unattractive product with an “inferior image.” The world in which we live is extremely visual. The way things appear always alters perception, without exception. It’s always been this way. Garbage in… Garbage out.
Maxim Six: Don’t Be Boring
Be very charming. Attempt to engage the viewer and get him or her involved. “Make him hungry.” Next, get him to participate. It isn’t difficult to be interesting, but pushing for involvement is slightly harder.
Maxim Seven: Innovate
Be the starter of trends. Don’t blindly follow crazes and trends. Ogilvy discovered that ad campaigns that followed trends were RARELY successful. He recommended engaging in some market testing with real consumers. It IS a bit precarious to head off into an uncharted direction. Market testing allows ad developers to exercise caution and gain a level of security.
Maxim Eight: Glory Hogs
I bet this was extremely controversial for the time. In fact, it’s probably still controversial because of society. It’s expected that we give a list of our accomplishments and qualifications. Any awards are expected in this list. Ogilvy felt creative awards for ads deludes creativity in people and steers them away from goals. What is the goal? In successful campaigns, the goal is the quest of sales. Ponder upon on what persuades the consumer and not what gains awards.
Review in Summary
So, this was the first quarter of David Ogilvy’s How to Create Advertising that Sells Review. Pretty amazing? Considering how old it is, it is still so relevant and very timely. The value of this document is priceless. Hundreds of thousands had to be spent on worthless, unsuccessful ads in order to gather data and determine what creates success. So, figure out what will be sold and remember to sell the sizzle. Make a large promise, and then deliver. Create a laser-focused brand and place it at the front of each ad. Create ONE LARGE idea. Continue the thread through every campaign. Favorable visuals correspond with more successful campaigns. Boring is bad. Take out some insurance and start a trend. Think profit not recognition.
Part two of How to Create Advertising that Sells Review promises more value along with breathtaking, profit-generating maxims by the advertising legend.