4 ms·
> core principles are summarized in his "house ad": http://smartonlinesuccess.com/wp-content/uploads/2012/04/david-ogilvy-how-to-create-advertising-that-sells.
by ableal 11y ago
> core principles are summarized in his "house ad":
http://smartonlinesuccess.com/wp-content/uploads/2012/04/david-ogilvy-how-to-create-advertising-that-sells.jpeg http://smartonlinesuccess.com/wp-content/uploads/2012/04/dav...
"#32 Yes people read long copy [...] (This page contains 1909 words and you are reading it.)[...]"
Found a text transcript here, mentions late '60s publication:
http://www.infomarketingblog.com/ogilvy-mather-direct-ad-4-how-to-create-advertising-that-sells/ http://www.infomarketingblog.com/ogilvy-mather-direct-ad-4-h...
- crdb 11y agoYes things are different today, but not so different. For example, he mentions in his books that people enjoy having something to read whilst waiting for a bus. I personally love long wordy ads in the metro or on the bus as they help me pass time between stops. Even when the content is utter crap. He sold Rolls-Royce by going and talking to their engineers - at the plant! - and figuring out what made the cars special. Then he wrote a snappy line that captured the gist of it, and some text underneath for those interested enough to keep reading. The ad [1] is now a classic in the industry. Interestingly, his position was that he would never do political advertising. Key to the success of his ads were telling the "truth" about the advantages of your product (sure, embellish it, but do not lie as you get found out) and he was disgusted by the fact all political campaigns were entirely made of lies and often attacks. [1] http://bordiniuc.com/wp-content/uploads/2010/02/1ss01.jpg http://bordiniuc.com/wp-content/uploads/2010/02/1ss01.jpg
- ableal 11y agoThe Rolls ad is a blast. The man sure loved to toss some emphasis in them there texts ...