“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” ― David Ogilvy on Advertising
Good ads are all about creating a message that is interesting and informative enough to get people to take notice of your product. It is not about being creative for the sake of being creative, but rather about creating a piece that will persuade people to buy what you are selling.
Ogilvy’s quote is a good reminder that advertising should be seen as a tool to sell, not as an art form. It is important to focus on creating ads that are effective and will actually lead to sales, rather than simply admiring their creativity.
So, what makes a good advertising campaign? Let’s take you on an insightful journey on advertising mastery through the genius mind of David Ogilvy.
Who is David Ogilvy?
David Ogilvy is a name that is synonymous with good advertising. He was one of the pioneers of the industry, and his work has been studied and admired by many.
Ogilvy was born in Scotland in 1911. After studying at Oxford, he started his advertising career in London. He quickly rose through the ranks, and by 1948 he had founded his own agency, which would go on to become one of the most successful in the world.
Ogilvy was known for his attention to detail and his insistence on creating good ads. He believed that good advertising should be based on good research, and that it should be tailored to the specific audience it is targeting.
Ogilvy’s work has been praised by many, including:
- “The Father of Advertising.”
- “The most sought-after wizard in the business.”
- “One of the greatest copywriters who ever lived.”
- “A genius at understanding human nature.”
Ogilvy died in 1999, but his legacy lives on. His work is still studied and admired by many in the advertising industry. Thanks to his innovative thinking and creative genius, David Ogilvy is considered one of the most influential advertising figures of all time.
What Makes Good Advertising?
What makes good advertising? This is a question that has been asked since the dawn of marketing and one that doesn’t have a clear answer.
There are a lot of factors that go into creating successful advertisements, and what works for one product or service might not work for another. But some general principles can help create good ads, no matter what you’re selling.
Some things to keep in mind when creating good advertising include understanding your audience, using creative visuals and having a clear call to action. You also want to make sure your ad stands out from the rest and is memorable.
If you can keep these things in mind, you’ll be well on your way to creating good ads that will help promote your product or service.
David Ogilvy’s Best Advertising Secrets
David Ogilvy is known to have created some of the best ads of all time. He was a master at creating good ads that people would remember. Here are some of his best advertising secrets.
Do the Research
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”
When it comes to advertising good research is essential. Without it, you may end up producing ads that don’t resonate with your target audience or that are ineffective in achieving your goals.
David Ogilvy knew this well, and he was a big advocate of doing research before creating any ad. So how does Ogilvy recommend doing your research?
First, he suggests starting with your target audience. You need to understand who they are, what their needs and wants are and how they think. Only then can you create an ad that will speak to them on a personal level.
Second, he recommends testing different ideas and approaches. Trying out different headlines, images and copy can help you see what works best with your audience. And finally, once you have a good idea of what works, don’t be afraid to stick with it and refine it further.
Ogilvy’s research-based approach to advertising has proven to be highly effective, and it’s something that all good advertisers should keep in mind.
Value the Headlines
“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.”
This is one of the most important aspects of good advertising and yet it is often overlooked. The headline is the first and sometimes only chance to make the right impression.
After all, what’s the point in spending all that time and money on the rest of the ad if no one even reads the headline?
Headlines need to be attention-grabbing and relevant to the product or service being advertised. They should also be clear and concise. Long, rambling headlines are a sure way to lose potential customers.
Some tips for writing good headlines:
- Make sure your headline accurately reflects the content of your ad.
- Use strong, active verbs.
- Use numbers and statistics.
- Be creative. Try to stand out from the rest.
- Use keyword stuffing sparingly, if at all.
With so much competition out there, it’s important to make sure your ad stands out from the rest. A good headline is a great way to do that.
Power of Images
“Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.”
While many different elements go into creating a good ad, one of the most important is the use of images. Images are a powerful tool that can help to grab attention, convey a message and create an emotional connection.
When used effectively, images can be a key part of creating a successful ad campaign. So how do we make sure we hit the mark?
There are a few things to keep in mind when selecting or creating images for ads. First, the image should be relevant to the product or service being offered. It should also be visually appealing and help to create a positive impression of the brand.
In addition, it’s important to make sure that the image is used in the right context. For example, an image that might work well for a luxury car ad may not be appropriate for a budget-friendly car rental company.
When creating or selecting images for ads, it’s important to keep these things in mind and to make sure that each image is high quality and will resonate with your target audience.
Test Your Digital Ads
“The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers and pretest your advertising, you will do well in the marketplace.”
Advertising is a tricky business- get it right and your product will be flying off the shelves, get it wrong and you’ll be stuck with a dud. The key to success is testing, testing, and more testing.
Make sure to test your digital ads before you launch them to the public. See if they are effective in catching people’s attention and interest. Try different versions of the ad and see which one performs the best.
You can test your ads by doing research online, asking people on the street or in shops what they think of your ad, or even running a focus group.
By testing your ads, you can be sure that you’re putting your best foot forward and giving your product the best chance of success. So don’t skimp on the testing- it could be the difference between success and failure.
Know Your Product
“You know you can’t bore people into buying your product, you can only interest them into buying it.”
If you want to create good ads, it is essential that you first take the time to get to know your product. Only then will you be able to craft messages and visuals that accurately reflect what your product has to offer, and interest potential customers enough to make them want to buy it.
Think about what makes your product unique and appealing, and use that information to create ads that will grab attention and convert leads. Keep in mind that the best ads are those that are both informative and interesting, so make sure to strike the right balance between the two.
With a little effort, you can create ads that will help you sell more of your products and boost your bottom line.
For example, when selling an air filtration system for your HVAC unit, you can speak about the importance of clean air, or you can speak about the convenience of only changing out the filter every 6 to 12 months. While a very small percentage of people can relate to (and need) cleanER air, nearly the entire planet can relate to procrastination, forgetting, and not wanting to spend unnecessary money for the preventable failure of their HVAC system due to suffocation.
Build Your Brand Personality
“You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace.”
This is one of the most important aspects of good advertising and it is something that David Ogilvy’s ads did very well. To create good ads, you need to understand how to build a brand personality.
Ogilvy believed that three things go into creating a brand personality:
- The first is the product itself. The products you sell should have a certain look and feel that fits with the rest of your branding. For example, if you are selling luxury items, your products should look and feel luxurious.
- The second is the way you present your company to the world. This includes everything from your logo and website design to the way your employees interact with your customers. Every touchpoint should reflect your brand personality.
- The third is the way your customers talk about you. Your customers will be your best ambassadors, so make sure they are promoting your brand in a way that fits with your personality.
“Every advertisement, every radio program, every TV commercial is not a one-time shot, but a long-term investment in the total personality of their brands. They have presented a consistent image to the world, and grown rich in the process.”
No one has ever said that good advertising is easy, and it’s definitely no secret that successful brands put in a lot of hard work to maintain a consistent image across all channels.
So how did David Ogilvy keep his ads consistent? He always kept the same team of copywriters and art directors. This ensured that his ads had a similar “voice” and style, even as they evolved over time.
The Wizard of Ads™ follows the same philosophy, but also create advertising like sitcoms. When your ads progress, so do the little storylines, having your audience “tuning in” to hear what will happen next. A great ad campaign will run for years, and be designed to handle depth and even a little character development. This is what has your audience bonding with you before they even realize they need your products and services. This has you winning the game before the game has even begun.
Hire the Best People
“Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.”
This is the advice that advertising legend David Ogilvy gave to his clients, and it’s as good today as it was then. The best way to create good ads is to hire good people. But what exactly makes a good advertiser?
Many qualities make a good advertiser, but some of the most important are creativity, curiosity and a willingness to take risks.
Good advertisers are always looking for new and better ways to reach their target audiences, and they’re not afraid to try something new if they think it has the potential to be successful.
If you want to create good ads, hire good people. Look for those who have the potential to be great, and give them the freedom to be creative. You may be surprised by the results.
So, what are you waiting for? Start creating the best advertisements. Not only will your target audience enjoy them, but they will drive them to take action.
Remember to keep the Ogilvy quotes in mind, and always think about how you can apply them specifically to your own business.
Don’t have time to DIY? No problem! Wizard of Ads™ has some of the best creative writers in North America today. We offer advertising services to businesses big and small in a variety of industries.
Contact us today and let us show you how we can make your brand a household name.