Ogilvy on Advertising was
one of the first books I had on my reading list back when I created my system
for reading more. My only regret after finally reading it is having delayed for
a year and a half.
Drawing from 40 years of
experience, David Ogilvy shows everything he learned from creating some of the
most successful advertising campaigns to date (some of which are still running
today).
From using research instead
of rules to reminding yourself exactly what you’re paid to do, Ogilvy provides
a blunt outlook of how to improve as a marketer and copywriter.
At times his writing is
standoffish and hostile, and he never claims to be infallible, but many of the
marketing tips he championed 24 years ago still hold true today. Unfortunately,
finding those nine golden tips in 220+ pages of case studies and niche
information on how advertising agencies work is a bit of a nightmare.
That’s why I’ve done it for
you. Time is money, after all, and the quicker you learn these marketing tips,
the sooner you can succeed in selling.
Use research, not rules
If there’s one thing to take
away from Ogilvy on Advertising, it’s that the man was obsessed with the power
of research. From which fonts perform best, to color selection, layout,
positioning, and even character count, Ogilvy had masses of research to draw
from to inform his decisions when creating a new ad.
In other words, Ogilvy would
base most of his decisions on what had worked in the past, and on principles that
research had shown to be true. He wouldn’t stick to them religiously, but by
researching and learning common factors about his audience he was able to get a
level of consistency in his results.
Read more
on... 9 Essential Marketing Tips
from the Father of Advertising
Author: Ben
Mulholland
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