大卫奥格威的38条营销法则（英文版）

Howtocreateadvertisingthatsells

by:DavidOgilvy

Ogilvy&Matherhascreatedover$1,480,000,000worthofadvertising,andspent$4,900,000trackingtheresults.Here,withallthedogmatismofbrevity,are38ofthethingswehavelearned.

Themostimportantdecision.

Wehavelearnedthattheeffectofyouradvertisingonyoursalesdependsmoreonthisdecisionthanonanyother:Howshouldyoupositionyourproduct?

ShouldyoupositionSCHWEPPESasasoftdrinkorasamixer?ShouldyoupositionDOVEasaproductfordryskinorasaproductwhichgetshandsreallyclean?Theresultsofyourcampaigndependlessonhowwewriteyouradvertisingthanonhowyourproductispositioned.Itfollowsthatpositioningshouldbedecidedbeforetheadvertisingiscreated.Researchcanhelp.Lookbeforeyouleap.

Largepromise.

Thesecondmostimportantdecisionisthis:whatshouldyoupromisethecustomer?Apromiseisnotaclaim,oratheme,oraslogan.Itisabenefitfortheconsumer:

Itpaystopromiseabenefitwhichisuniqueandcompetitive.Andtheproductmustdeliverthebenefityoupromise.

Mostadvertisingpromisesnothing.Itisdoomedtofailinthemarketplace,“Promise,largepromise,isthesoulofanadvertisement”-saidSamuelJohnson.

Brandimage.

Everyadvertisementshouldcontributetothecomplexsymbolwhichisthebrandimage.Ninety-fivepercentofalladvertisingiscreatedadhoc,Mostproductslackanyconsistentimagefromoneyeartoanother.

Themanufacturerwhodedicateshisadvertisingtobuildingthemostsharplydefinedpersonalityforhisbrandgetsthelargestshareofthemarket.

Bigideas.

UnlessyouradvertisingisbuiltonaBIGIDEAitwillpasslikeashipinthenight.IttakesaBIGIDEAtojolttheconsumeroutofhisindifferencetomake

himnoticeyouradvertising,rememberitandtakeaction.

Bigideasareusuallysimpleideas,SaidCharlesKettering,thegreatGeneralMotorsinventor:“Thisproblem,whensolved,willbesimple.”BIGSIMPLEIDEASarenoteasytocomeby.Theyrequiregenius-andmidnightoil.Atrulybigonecanbecontinuedfortwentyyears-likeourEyepatchforHathawayshirts.

Afirst-classticket.

Itpaystogivemostproductsanimageofqualityafirst-classticket.

Ogilvy&Matherhasbeenconspicuouslysuccessfulindoingthis-forPepperidge,Hathaway,Mercedes-Benz,Schweppes,Doveandothers,

Ifyouradvertisinglooksugly,consumerswillconcludethatyourproductisshoddy,andtheywillbelesslikelytobuyit.

Don’tbeabore.

Nobodywaseverboredintobuyingaproduct.Yetmostadvertisingisimpersonal,detached,coldanddull.

Itpaystoinvolvethecustomer.

TalktoherlikeahumanbeingCharmher.Makeherhungry.Gethertoparticipate.

Innovate.

Starttrends-insteadoffollowingthem.Advertisingwhichfollowsafashionablefad,orisimitative,isseldomsuccessful.Itpaystoinnovate,toblazenewtrails.

Butinnovationisriskyunlessyoupretestyourinnovationwithconsumers.Lookbeforeyouleap.

Besuspiciousofawards.

Thepursuitofcreativeawardsseducescreativepeoplefromthepursuitofsales.

Wehavebeenunabletoestablishanycorrelationwhateverbetweenawardsandsales.

AtOgilvy&Matherwenowgiveanannualawardforthecampaignwhichcontributesthemosttosales.

Successfuladvertisingsellstheproductwithoutdrawingattentiontoitself.Itrivetstheconsumer’sattentionontheproduct.

Maketheproducttheheroofyouradvertising.

Psychologicalsegmentation.

Anygoodagencyknowshowtopositionproductsfordemographicsegmentsofthemarketformen,foryoungchildren,forfarmersintheSouth,etc.

ButOgilvy&Matherhaslearnedthatitoftenpaystopositionproductsforpsychologicalsegmentsofthemarket.

OurMercedes-Benzadvertisingispositionedtofitnonconformistswhoscoffat“statussymbols”andrejectflimflamappealstosnobbery.

..Don’tburynews.

Itiseasiertointeresttheconsumerinaproductwhenitisnewthanatanyotherpointinitslife.Manycopywritershaveafatalinstinctforburyingnews.Thisiswhymostadvertisingfornewproductsfailstoexploittheopportunitythatgenuinenewsprovides.

ItpaystolaunchyournewproductwithaloudBOOM-BOOM.

Gothewholehog.

Mostadvertisingcampaignsaretoocomplicated.Theyreflectalonglistofmarketingobjectives.Theyembracethedivergentviewsoftoomanyexecutives.Byattemptingtoomanythings,theyachievenothing.

Itpaystoboildownyourstrategytoonesimplepromise-andgothewholehogindeliveringthatpromise.

Whatworksbestintelevision

Testimonials:Avoidirrelevantcelebrities.

Testimonialcommercialsarealmostalwayssuccessfulifyoumakethemcredible.

Eithercelebritiesorrealpeoplecanbeeffective.Butavoidirrelevantcelebritieswhosefamehasnonaturalconnectionwithyourproductoryourcustomers.

Irrelevantcelebritiesstealattentionfromyourproduct.

Problem-solution(don’tcheat!)

Yousetupaproblemthattheconsumerrecognizes.Thenyoushowhowyourproductcansolvethatproblem.Andyouprovethesolution.

Thistechniquehasalwaysbeenaboveaverageinsalesresults,anditstillis.Butdon’tuseitunlessyoucandosowithoutcheatingtheconsumerisn’tamoron,sheisyourwife.

Visualdemonstrations.

Iftheyarehonest,visualdemonstrationsaregenerallyeffectiveinthemarketplace.

Itpaystovisualizeyourpromise.Itsavestime.Itdrivesthepromisehome.Itismemorable.

Sliceoflife.

Theseplayletsarecorny,andmostcopywritersdetestthem.Buttheyhavesoldalotofmerchandise,andarestillselling.

Avoidlogorrhea.

Makeyourpicturestellthestory.Whatyoushowismoreimportantthanwhatyousay,Manycommercialsdrowntheviewerinatorrentofwords.Wecallthatlogorrhea(rhymeswithdiarrhea).Wehavecreatedsomegreat

commercialswithoutwords.

On-cameravoice.

Commercialsusingon-cameravoicedosignificantlybetterthancommercialsusingvoice-over.

Musicalbackgrounds.

Mostcommercialsusemusicalbackgrounds.However;ontheaverage,musicalbackgroundsreducerecallofyourcommercial.Veryfewcreativepeopleacceptthis.

Butweneverheardofanagencyusingmusicalbackgroundunderanewbusinesspresentation.

Stand-ups.

Thestand-uppitchcanbeeffective,ifitisdeliveredwithstraightforwardhonesty.

Burrofsingularity.

Theaverageconsumernowsees20,000commercialsayear;poordear.Mostofthemslideoffhermemorylikewateroffaduck’sback.

Giveyourcommercialsaflourishofsingularity,aburrthatwillstickintheconsumer’smind.OnesuchburristheMNEMONICDEVICE,orrelevantsymbol-likethecrownsinourcommercialsforImperialMargarine.

Animation&cartoons.

Lessthanfivepercentoftelevisioncommercialsusecartoonsoranimation.Theyarelesspersuasivethanmercials.

Theconsumercannotidentifyherselfwiththecharacterinthecartoon.Andcartoonsdonotinvitebelief.

However,CarsonRoberts,ourpartnersinLosAngeles,tellusthatanimationcanbehelpfulwhenyouaretalkingtochildren.

Theyshouldknow-theyhaveaddressedmorethansixhundredcommercialstochildren.

Salvagecommercials.

Manycommercialswhichtestpoorlycanbesalvaged.Thefaultsrevealedbythetestcanbecorrected.

Wehavedoubledtheeffectivenessofacommercialsimplybyre-editingit.

Factualvs.emotional.

Factualcommercialstendtobemoreeffectivethanemotionalcommercials.

However,Ogilvy&Matherhasmadesomeemotionalcommercialswhichhavebeensuccessfulinthemarketplace.AmongtheseareourcampaignsforMaxwellHouseCoffeeandHershey’sMilkChocolate.

Grabbers.

Wehavefoundthatcommercialswithanexcitingopeningholdtheiraudienceatahigherlevelthancommercialswhichbeginquietly.

Whatworksbestinprint

Headlines.

Ontheaverage,fivetimesasmanypeoplereadtheheadlineasreadthebodycopy.

Itfollowsthat,ifyoudon’tselltheproductionyourheadline,youhavewasted80percentofyourmoney.ThatiswhymostOgilvy&Matherheadlinesincludethebrandnameandthepromise.

Benefitinheadlines.

Headlinesthatpromiseabenefitsellmorethanthosethatdon’t.

Newsinheadlines.

Timeaftertime,wehavefoundthatitpaystoinjectgenuinenewsintoheadlines.

Theconsumerisalwaysonthelookoutfornewproducts,ornewimprovementsinanoldproduct,ornewwaystouseanoldproduct.

Economists-even

Russian

economists-approveofthis.Theycallit“informative”advertising.Sodoconsumers.

Simpleheadlines.

Yourheadlineshouldtelegraphwhatyouwanttosay-insimplelanguage.Readersdonotstoptodecipherthemeaningofobscureheadlines.

Howmanywordsinaheadline?

Inheadlinetestsconductedwiththecooperationofabigdepartmentstore,itwasfoundthatheadlinesoftenwordsorlongersoldmoregoodsthanshortheadlines.

Intermsofrecall,headlinesbetweeneightandtenwordsaremosteffective.

Inmail-orderadvertising,headlinesbetweensixandtwelvewordsgetthemostcouponreturns.

Ontheaverage,longheadlinessellmoremerchandisethanshortones-headlineslikeour“At60milesanhour,theloudestnoiseinthisnewRolls-Roycecomesfromtheelectricclock.”

Localizeheadlines.

Inlocaladvertising,itpaystoincludethenameofthecityinyourheadline.

Selectyourprospects.

Whenyouadvertiseaproductwhichisconsumedonlybyaspecialgroup,itpaysto“flag”thatgroupinyourheadline-MOTHERSBED-WETTERS,GOINGTOEUROPE?

Yes,peoplereadlongcopy.

Readershipfallsoffrapidlyuptofiftywords,butdropsverylittlebetweenfiftyandfivehundredwords.(Thispagecontains1909words,andyouarereadingit.)Ogilvy&Matherhasusedlongcopy-withnotablesuccess–forMercedes-Benz,CessnaCitation,MerrillLynchandShellgasoline.“Themoreyoutell,themoreyousell.”

Storyappealinpicture.

Ogilvy&Matherhasgottennotableresultswithphotographswhichsuggestastory.Thereaderglancesatthephotographandaskshimself,”Whatgoesonhere?”Thenhereadsthecopytofindout.

HaroldRudolphcalledthismagicelement“storyappeal.”Themoreofityouinjectintoyourphotograph,themorepeoplelookatyouradvertisement.Itiseasiersaidthandone.

Before&after.

BeforeandAfteradvertisementsaresomewhataboveaverageinattentionvalue.Anyformof“visualizedcontrast”seemstoworkwell.

Photographsvs.artwork.

Ogilvy&Matherhasfoundthatphotographsworkbetterthandrawings-almostinvariably.

Theyattractmorereaders,gen