The product you represent is depending on you, and if you allow yourself to take shortcuts or present a less than compelling argument, then you’ve failed. We started with this not because it’s David Ogilvy’s most well-known quote. Study the research – how consumers The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. “Never stop testing, and your advertising will never stop improving.”. Read his books: This article was published in February 2018 and updated in October 2019. In 1989, the Ogilvy Group was purchased by WPP, a firm owned by Sir Martin Sorrell, and David Ogilvy was named non-executive chairman. Want to learn more from David Ogilvy? He still stayed in touch with the company and was informed about it, though he was no longer involved with its day to day activities. He passed away on 21 July 1999, at his home, in Bonnes, France. Ogilvy merged his agency in 1965 with Mather & Crowther to form an international company Ogilvy & Mather. In an email, your subheading is your very first sentence (or phrase). This is true in art, in science, and in advertising. It should grab the reader’s attention and show her why your copy is worth reading. For his brilliant skills in the field, he is often known as the ‘Father of Advertising’. -David Ogilvy. Here Are 6 Reasons Not To, ZeroBounce Named to Inc. 5000 List of Fastest-Growing Companies in America. Later, he persuaded his agency to send him to the United States for a year to work for George Gallup’s ‘Audience Research Institute’ in New Jersey. Poorly Educated, Spouse/Ex-: Anne Cabot, Herta Lans, Melinda Street, place of death: Château de Touffou, Bonnes, France, education: Fettes College, University of Oxford, Quotes By David Ogilvy | (…) Your role is to sell, don’t let anything distract you from the sole purpose of advertising. For marketers around the world, David Ogilvy remains a great source of knowledge and inspiration. Testing new ideas, new headlines, new levels of spending, new media combinations, new kinds of commercials. In 1990, he was elected to France’s Order of Arts and Letters. If your point isn’t immediately obvious, chances are they won’t get it, and you’ll lose them forever. However, when he realized his limitations as a farmer, he moved to Manhattan. His second marriage was to Anne Cabot; it also had the same ending. You’ve hooked them with the headline, and you’re telling them all about the product, but before they decide to buy from you, they want to know one thing: Why is the product important? In his great book “The New Rules of Marketing and PR,” marketing strategist David Meerman Scott has a whole chapter on this topic. In fact, this is one of the best examples of how the “show, don’t tell” approach works in copywriting. However in 1967, he was made a Commander of the Order of British Empire. In 1948, he founded his own advertising agency with the backing of his friends Mather and Crowther. If it doesn’t sell, it isn’t creative. To write great copy, you need to understand your audience to the letter, so that you know how you can best serve them. -David Ogilvy. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. Aim for the company of immortals. Why should they buy it now, rather than later? when describing your offer, limit the use of praising adjectives. If you can awe them with your words in the process, fine, but don’t do it at the expense of the sale. She’s your wife. Now, take another look at the ad and notice its structure. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. Marketers love to be cute and funny, original and innovative, but it’s also dangerous. It happens to all of us: we sit down and talk to a friend or colleague, and one of us makes a joke. If you look at some of the best copy around, you’ll notice many other practices that marketers borrowed from journalists and use successfully. But your unconscious has to be well informed, or your idea will be irrelevant. I read the entire copy again, trying to spot any complimentary adjectives. For best results, try to avoid repeating what you’ve already said in the headline. “The best ideas come as jokes. Whether you write emails, social media ads and captions, or ebooks and other marketing resources, these tips will be invaluable. He worked for Schweppes, Rolls Royce, Shell, Dove, and the island of Puerto Rico. This book was recommended to me by so many people and for good reason. Adding them under headlines is just one technique journalists use in their articles. David Ogilvy’s principle was to be successful with his existing clients and do notable work for them in order to get big and better clients. Reflect that position in your copy. On the average, five times as many people read the headline as read the body copy. He passed away in 1999. http://jrbenjamin.com/2014/04/03/how-the-worlds-greatest-advertising-man-boosted-a-blind-beggars-income/, https://sellorelse.ogilvy.com/2011/06/23/meeting-david-ogilvy/, http://www.supercompressor.com/culture/famous-quotes-by-legendary-advertising-executives-and-creative-directors-david-ogilvy-quotes-leo-burnett-quotes-seth-godin. By simply reading the copy, you can picture yourself behind the wheel, driving smoothly on the highway on a serene summer day. He wrote ‘The Theory and Practice of Selling the AGA Cooker’ which was later called ‘the finest sales instruction manual ever written’ by editors of the ‘Fortune’ magazine. If you cannot achieve perfection on your own, then you should hire someone who can.

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