Wednesday, 19 March 2014

Sell or Else

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


That line was written by David Ogilvy, one of the most successful advertising men of all time. After having worked in advertising for many years, I know that Ogilvy chose his words carefully.  Too much advertising is entertaining, clever, confusing or enigmatic rather than focused on the product.  It’s just too easy to think that factual copy is boring, dull or that it won’t engage the reader.  So instead we attempt to entertain, tell stories, be mysterious, or a whole host of things that confuse the reader.

Even in this line Ogilvy is selling.  It’s the first sentence of his book “Ogilvy on Advertising” and it manages to inform, challenge and engage the reader all at the same time.  It is also one of the most fundamental principles in advertising – your time, work, and money is wasted unless your words sell something.  As soon as you open his book you meet the man face to face with his challenge – sell or else!

The challenge that Ogilvy sets is a big one.  To analyse the product or service so completely that the features and benefits are so well understood that the product or service can be clearly explained.  And that the most important benefit engages and enthralls the reader.  Just as Ogilvy’s copy does. 

Here is the man himself: http://www.youtube.com/watch?v=Br2KSsaTzUc He spoke directly to his audience long before the days of YouTube or Google. 

He would have been pleased to see how many people have viewed his crackly old recording.  And would likely be amazed at how his predictions have turned out to be absolutely true. Actually, he was probably more confident than that.

Now, back to that letter I was writing.  My first sentence needs a little more work, I think …..

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