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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
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