How to create Advertising the really Sells.
38 things that Ogilvy & Mather have found that helps when creating Advertising that just flat-out SELLS. Ogilvy & Mather have been giants in the advertising world for a while, and they know what they are talking about. David Ogilvy has written us this gem of an article that articulates these 38 things. It’s a great read if you’re at all interested in advertising. Highlights are listed below.
1. How should you position your product? This is by far the most important decision.
2. Create a large promise, a benefit for the customer.
3. Brand image.
4. Big Ideas. Big ideas are usually simple ideas. “THe problem, when solved, will be simple”.
5. First-class Ticket.
6. Don’t be a bore.
7. Innovate.
8. Be suspicious of awards.
9. Psychological segmentation.
10. Don’t bury news.
11. Go the whole hog. This is a great point. Don’t attempt too many things, you’ll achieve nothing. Boil your strategy down to one simple promise, and go the whole hog in delivering that promise.
They also have 12 points in what works well in television, and 13 for print. It’s a great list, and I’m just loving digging through this genius.
32. Yes, people read long copy. Readership falls off rapidly up to fifty words, but drops very little between fifty and five hundred words.(!) “The more your tell, the more you sell”. This is fascinating. That’s a HUGE number, fifty and five hundred with a minor drop-off.
Tags: advertising, Design, list, Reference