#82 David Ogilvy Ogilvy on Advertising

In the episode featuring David Ogilvy's seminal work "Ogilvy on Advertising," the advertising legend emphasizes the importance of creating ads that sell products rather than seeking creative accolades. Ogilvy, a proponent of direct, informative advertising, dismisses the allure of artistic advertising in favor of service to clients, aiming for ads that promise value and deliver results. He advocates for deep research, clear communication, long copy, and understanding consumer behavior to craft compelling campaigns that resonate with customers' desires. Ogilvy also highlights the pitfalls of committees and overproduction in advertising, stressing the significance of simplicity, honesty, and differentiation. His approach is grounded in the belief that good advertising must serve the client's interests and effectively communicate the benefits of the product to the consumer.

• David Ogilvy views advertising primarily as a medium for conveying information, not as entertainment or art.
• The effectiveness of an advertisement is measured by its ability to persuade consumers to purchase the product.
• Ogilvy emphasizes the importance of interesting and informative advertising over purely creative content.

"I do not regard advertising as entertainment or an art form, but as a medium of information."

The quote highlights Ogilvy's perspective on advertising's purpose, which is to inform potential buyers about a product in a compelling way that leads to a purchase.

• Ogilvy & Mather was founded on certain principles that led to its early success.
• David Ogilvy believes that the core advertising techniques he used in the past remain effective today.
• He criticizes the notion that long-standing advertising techniques are obsolete simply due to their age.

"Most of the advertising techniques which worked when I wrote confessions of an advertising man still work today."

Ogilvy argues that time-tested advertising strategies continue to be successful, countering the idea that techniques must be new to be effective.

• Ogilvy questions whether his age is a disadvantage in understanding modern advertising.
• He suggests that experience may provide a valuable perspective to distinguish between lasting advertising principles and temporary fads.

"Does old age disqualify me from writing about advertising in today's world? Or could it be that that perspective helps a man to separate the internal varities of advertising from its passing fads?"

Ogilvy reflects on how his age and experience might contribute to a deeper understanding of advertising's enduring principles versus transient trends.

• The book is intended for those seeking to improve their advertising skills and knowledge.
• Ogilvy states that his insights are based on personal experience and are not meant for those who believe they already know everything about advertising.

"This is not a book for readers who think they already know all there is to know about advertising. It is for young hopefuls and veterans who are still in search of ways to improve their batting average at the cash register."

The quote defines the intended audience for the book, focusing on individuals who are open to learning and enhancing their advertising effectiveness.

• Ogilvy stresses the necessity of conducting thorough research on the product being advertised.
• He shares his experience with the Rolls-Royce account, where extensive research led to a successful advertising campaign.

"You don't stand a tinker's chance of producing successful advertising unless you start by doing your homework."

This quote emphasizes the critical role of research in creating successful advertising campaigns.

• Understanding consumer perceptions and language is crucial in crafting effective advertising messages.
• Ogilvy advocates for positioning a product by clearly stating what it does and for whom it is intended.

"Now comes research among consumers. Find out how they think about your kind of product, what language they use when they discuss the subject, what attributes are important to them, and what promises would be most likely to make them buy your brand."

The quote underscores the importance of consumer insights in formulating advertising strategies that resonate with the target audience.

• Ogilvy discusses the psychological impact of brand image on consumer preferences.
• He provides an example where consumers' taste perceptions were influenced by brand names rather than the actual product.

"They are tasting images."

This succinct quote illustrates how consumers' perceptions can be shaped by the brand image, affecting their preferences and choices.

• Ogilvy observes that consumers often use price as a heuristic for judging product quality.
• He references personal experiences and historical examples to support this view.

"The high price makes me assume that Jack Daniels must be superior."

Ogilvy notes that higher pricing can lead consumers to infer a higher quality product, highlighting the psychological association between price and perceived value.

• Recognizing and valuing good ideas is crucial in advertising.
• Ogilvy cites Albert Lasker's belief in humility as a key asset for recognizing the potential of good ideas.

"It is horribly difficult to recognize a good idea."

The quote reflects on the challenge of identifying truly impactful ideas in advertising and the importance of being open to recognizing them.

• Advertisers should focus on making the product the star of their campaigns.
• Ogilvy believes that no product is inherently dull; it is the writer's job to make it interesting.

"Whenever you can, make the product itself the hero of your advertising."

Ogilvy advises that the most effective advertising campaigns are those that highlight the product's benefits and features, making it the focal point.

• Differentiating a product from its competitors is key to successful advertising.
• Ogilvy suggests that being different can be as important as being better than competitors.

"There are no dull products, only dull writers."

This quote encapsulates Ogilvy's belief that the perceived dullness of a product is a failure of creativity on the part of the advertiser.

• It may be sufficient for a product to be seen as positively good rather than superior to others.
• Creating consumer confidence in a product's quality can be more effective than attempting to prove its superiority.

"It may be sufficient to convince consumers that your product is positively good."

Ogilvy posits that establishing a product as reliably good can be an effective strategy, especially when all competitors offer high-quality products.

• Ogilvy criticizes the inefficacy of committees in creating successful advertising campaigns.
• He argues that committees often produce complicated and ineffective campaigns due to trying to satisfy too many objectives and viewpoints.

"In my experience, committees can criticize, but they cannot create."

The quote highlights Ogilvy's belief in the limitations of committees in the creative process of advertising, advocating for a more singular vision.

• Ogilvy emphasizes the need for advertising professionals to continually educate themselves about their craft.
• He compares the importance of knowledge in advertising to the necessity of medical expertise in surgery.

"This willful refusal to learn the rudiments of the craft is all too common."

Ogilvy criticizes the reluctance of some advertising professionals to learn the fundamental skills and knowledge necessary for their field.

• David Ogilvy emphasizes the value of direct response advertising over general brand awareness.
• Direct response advertising allows advertisers to measure the effectiveness of their ads.
• The advertising community often ignores the principles discovered by their predecessors.
• Ogilvy advises to learn from direct response advertisers as they know exactly how much each ad sells.

"The best people at advertising are actually people that know the effectiveness of their advertising, and at that time was only direct response."

The quote highlights the superiority of direct response advertising in terms of measurable effectiveness compared to general brand advertising.

"Direct response advertisers know to a dollar how much each advertisement sells."

This quote underscores the precision with which direct response advertisers can track the success of their campaigns.

• Ogilvy contrasts the techniques of general advertisers with those of direct response advertisers.
• General advertisers prefer short commercials, prime time slots, and short copy in magazines.
• Direct response advertisers use longer commercials, late-night slots, and long copy, which Ogilvy suggests is more effective.

"General advertisers use 32nd commercials. But the direct response fraternity has learned that it is more profitable to use two minute commercials."

Ogilvy points out that direct response advertisers have found longer commercials to be more profitable, challenging the conventional wisdom of general advertisers.

• Ogilvy stresses the importance of professional research in advertising.
• He criticizes the lack of research in the industry and the reliance on awards rather than sales effectiveness.
• Ogilvy encourages becoming the best-informed person on the account you are assigned to.

"Set yourself to becoming the best informed person in the agency. On the account into which you are assigned."

This quote advises on the importance of in-depth knowledge and research in effectively managing advertising accounts.

• Ogilvy critiques the quality of advertising education and textbooks.
• He believes practical experience is often lacking in advertising courses.
• Ogilvy values a broad education in history, language, and economics over specialized advertising degrees.

"87 American universities offer undergraduate courses in advertising and even give degrees in it."

The quote provides context on the prevalence of advertising education in the United States and Ogilvy's perspective on its value.

• Ogilvy advises advertisers to communicate in a personal, direct, and natural way.
• He believes in the effectiveness of human-to-human connection over institutional communication.
• Ogilvy's preference for authentic communication reflects a broader shift in media consumption towards more genuine content.

"Be personal, direct, and natural. You are a human being writing to another human being."

This quote emphasizes the importance of authenticity and personal connection in advertising copy.

• Ogilvy discusses the role of discipline in achieving success in advertising.
• He advocates for writing down goals and principles to guide one's career and agency management.
• Ogilvy shares insights from historical figures and other successful individuals on the value of discipline.

"It is a good idea to start the year by writing down exactly what you want to accomplish and end the year by measuring how much you have accomplished."

Ogilvy suggests that setting clear goals and measuring progress is crucial for success in advertising and beyond.

• Ogilvy shares his experience and tips on how to successfully acquire new business and clients.
• He advises against choosing an agency based on price alone and emphasizes the value of the advertising's selling power.
• Ogilvy recommends being upfront about weaknesses and listening actively to prospective clients.

"They want to know what commission you will charge. I answer, if you're going to choose your agency on the basis of price, you are looking through the wrong end of the telescope."

The quote reflects Ogilvy's strategy of focusing on the value provided rather than the cost when pitching to potential clients.

• Ogilvy highlights the critical role of headlines in advertising.
• He asserts that headlines must promise a benefit to the reader to be effective.
• Ogilvy advises against dismissing common but powerful words in headlines.

"On the average, five times as many people read the headlines as read the body copy."

This quote emphasizes the disproportionate impact of headlines on the readership of an advertisement.

• Writing to an individual rather than a group enhances engagement.
• Personal touch in advertising can be more challenging but more effective.
• Aldous Huxley, a former copywriter, found writing effective ads harder than poetry.
• The key is to interest people, not bore them into buying.
• Clarity and simplicity in language is crucial; use everyday conversation.
• Specifics about the product, including price, should be included to attract potential buyers.

"Pretend you are writing each of them a letter on behalf of your client, one human to another."

This quote emphasizes the importance of a one-on-one conversational approach in copywriting as opposed to addressing a crowd.

"You cannot bore people into buying your product. You can only interest them in buying it."

This quote underlines the necessity of engaging the customer's interest rather than overwhelming them with uninteresting content.

"Include the price you should have pricing if you're selling something in your advertising..."

This quote suggests that transparency in pricing within advertising can positively influence a customer's decision-making process.

• Long copy is often more successful than short copy in selling products.
• David Ogilvy provides examples of successful long-copy ads with varying word counts.
• Long copy may give the impression of having something important to say, regardless of whether it's fully read.
• Simplicity is preferred over complexity in human nature.

"All my experience says that for a great many products, long copy sells more than short."

This quote from David Ogilvy shares his experience and belief in the effectiveness of long copy in advertising.

"I believe, without any research to support me, that advertisements with long copy convey the impression that you have something important to say whether people read the copy or not."

David Ogilvy's personal belief is that the length of the copy itself can convey significance to the reader, impacting the product's perceived value.

• Overly elaborate and expensive advertising elements may not enhance sales.
• Using unknown actors can be more effective than celebrities in remembering the brand and product.
• There may be a negative correlation between the cost of producing commercials and their selling power.
• Simpler, less expensive advertising can be more effective, as seen with Tuft & Needle's billboard campaign.
• Profit should be considered as a function of time, with regular reviews leading to quicker success.

"They use expensive celebrities when an unknown actor would sell more of the product."

This quote shares the insight that lesser-known actors can be more effective in advertisements as they don't overshadow the product being sold.

"I have no research to prove it, but I suspect there's a negative correlation between the money spent on producing commercials and their power to sell products."

David Ogilvy speculates that higher production costs don't necessarily translate to more effective advertisements.

• Advertisements must promise a benefit to the consumer to be effective.
• Unique and persuasive promises in advertising can distinguish a product from competitors.
• Ogilvy advocates for research to inform advertising and to avoid costly mistakes.
• Research should be used for illumination, not just to support preconceived ideas.

"Advertising which promises no benefit to the consumer does not sell. Yet the majority of campaigns contain no promise whatsoever."

This quote identifies a critical flaw in many advertising campaigns: the lack of a clear benefit to the consumer.

"Research has often led me to good ideas, such as the eye patch in the Hathaway campaign."

David Ogilvy shares how research can lead to creative and effective advertising ideas that capture consumer attention.

• Marketers should focus on enhancing successful products rather than reviving failing ones.
• Time, brains, and advertising money should be invested in winners, not losers.
• Quick decision-making and action are essential for maximizing profits.

"Concentrate your time, your brains, and your advertising money on your successes. Back your winners, and abandon your losers."

This quote advises marketers to focus their resources on products that are already successful rather than trying to save failing ones.

• Pricing is often based on guesswork rather than scientific methods.
• Higher pricing can increase a product's desirability.
• Advertising should be considered a production cost, not a selling cost, and not reduced during hard times.

"The higher you price your product, the more desirable it becomes in the eyes of the consumer."

This quote reflects the perception that a higher-priced product may be seen as higher quality by consumers.

"I have come to regard advertising as part of the product, to be treated as a production cost, not a selling cost."

David Ogilvy's view is that advertising is an integral part of the product and should be treated as such financially.

• The pioneers of modern advertising came from diverse backgrounds.
• They were hardworking, perfectionists, and most were copywriters.
• Albert Lasker's principle was that good copy alone is sufficient for successful advertising.
• Stanley Resor emphasized consensus and was cautious of individual brilliance.
• Raymond Rubicam was a mentor to Ogilvy and believed in the ethical responsibility of advertising.

"All six had other jobs before they went into advertising. At least five were gluttons for work and uncompromising perfectionists."

This quote provides a snapshot of the work ethic and backgrounds of the individuals who shaped modern advertising.

"Albert Lasker made more money than anyone in the history of the advertising business."

The quote highlights Albert Lasker's success in the advertising industry and his focus on profitability through copywriting.

• Raymond Rubicon was a significant influence on David Ogilvy, serving as a patron, inspiration, counselor, critic, and conscience.
• Rubicon was known for his outspoken nature and had a diverse background in various jobs before entering advertising.
• His persistence led him to a copywriting job, where he sat in an agency lobby for nine days before writing a polarizing letter that got him hired.
• In his later years, Raymond emphasized the ethical responsibility of advertising, believing in selling products without deceiving the public.

"By the time we had become great friends. Friends is not the right word. He was my patron, my inspiration, my counselor, my critic, and my conscience."

This quote reflects the deep and multifaceted relationship between Raymond Rubicon and David Ogilvy, indicating the profound impact Rubicon had on Ogilvy's career and ethos in advertising.

• Raymond Rubicon advocated for honest advertising, setting an example for the industry by refusing to trick customers.
• He taught David Ogilvy to resign accounts that negatively affected staff morale, such as when he resigned from the American Tobacco account due to being bullied.
• Rubicon's principles included standing up to clients when necessary and maintaining integrity in business dealings.

"Advertising has a responsibility to behave properly. I prove that you can sell products without bamboozling the american public."

This quote highlights Raymond Rubicon's belief in ethical advertising and his commitment to not deceiving customers, which he instilled in David Ogilvy.

• Leo Burnett found his greatest success after the age of 60, demonstrating that success in entrepreneurship can come at any age.
• Burnett's agency became the largest outside of New York, and he attributed his success to a set of principles he followed.
• These principles included finding inherent drama in products, aiming high, and trusting one's hunches.
• Burnett encouraged competition among creative groups to foster better outcomes and warned against prioritizing agency size over quality work.

"When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either."

This quote captures Leo Burnett's aspirational mindset, encouraging aiming high in creative endeavors to achieve better results, even if perfection is not attained.

• Claude Hopkins had a significant impact on David Ogilvy by emphasizing the importance of advertising's role in sales.
• He was against the pseudo-literary approach of British copywriters and favored the experimental method in advertising.
• Hopkins believed that ad writers should focus on sales rather than seeking applause and that even simple changes, like a new headline, could drastically improve returns.

"Ad writers forget that they are salesmen and try to be performers. Instead of sales, they seek applause."

This quote by Claude Hopkins criticizes ad writers who prioritize creativity for its own sake over the primary goal of advertising, which is to drive sales.

• Bill Burnatch emphasized the importance of original ideas and excellent execution in advertising.
• He was skeptical of research, viewing it as a potential hindrance to creativity, and believed in the power of understanding human nature to create effective communication.
• Burnatch's approach was to focus on the unchanging aspects of human nature to drive advertising success.

"Human nature hasn't changed for a billion years. It won't even vary in the next billion years. Only the superficial things have changed."

Bill Burnatch's quote underscores his belief that despite technological and societal changes, the core aspects of human nature remain constant, which is crucial for effective communication and advertising.

• David Ogilvy expresses his admiration for the book and the wisdom it contains.
• He highlights the importance of understanding the motivations and actions of people for successful advertising.
• Ogilvy looks forward to reading the biography of the individuals discussed, indicating his ongoing quest for knowledge and inspiration from the giants of advertising.

"The creative man with an insight into human nature, with the artistry to touch and move people will succeed."

This quote encapsulates the essence of what David Ogilvy believes to be the keys to success in advertising: a deep understanding of human nature and the ability to creatively engage and influence people.