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David Ogilvys 7 Tips for Writing Copy
That Sells
By Nathan Hangen on Sep 24, 2010 16 Comments
David Ogilvy is an advertising legend.
Often described as the Original Mad Man, and The Father of Advertising,
Ogilvy is known largely for his advertising work while serving as the founder
of Ogilvy & Mather. In addition to building a multibillion dollar company, he also helped create
hugely successful campaigns for clients such as Dove, Shell, and Rolls-Royce.
If you spend any amount of time reading or watching David, youre sure to be inspired to write
better copy, so Id encourage you to read his book or watch some of the videos floating around the
web. In the meantime though, Id like to present you with what I believe to be the best of Ogilvys
arsenal:
1. Go Big or Go Home
Dont bunt. Aim out of the ball park. Aim for the company of immortals. -David Ogilvy
The product you represent is depending on you, and if you allow yourself to take shortcuts or
present a less than compelling argument, then youve failed. As an entrepreneur or business owner,
you simply cannot afford bad copy. If you cannot achieve perfection on your own, then you should
hire someone who can.
2. Do Your Homework
Advertising people who ignore research are as dangerous as generals who ignore decodes of
enemy signals. -David Ogilvy
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Ogilvy spent years working for George Gallup, founder of the Gallup Poll, and it was during this
time that he realized the true value that comes with knowing exactly what your target audience is
thinking.
You cannot write copy unless you know:
Who youre writing it for
How that person thinks
What that person needs
If you havent done your research, then youre simply faking it, and its that type of copy that gets
marketers in trouble, either with the government or with their boss.
To write great copy, you need to understand your audience to the letter, so that you know how you
can best serve them. Nothing else will do.
3. Never Talk down to Your Customers
A consumer is not a moron. Shes your wife. Dont insult her intelligence, and dont shock her.
-David Ogilvy
This is a great Ogilvy quote (for the video, click here), speaking on behalf of consumers everywhere.
As great as your product may be, speaking down to your audience is going to turn them away, and
as much as youd love them to be infatuated with your charming pitch, understand that, at the end
of the day, they simply want to solve a problem.
Treat your customer with respect and dignity. Youre on equal footing, or perhaps a bit lower,
considering youre the one who needs the sale. Reflect that position in your copy.
4. The Headline is 80%
On the average, five times as many people read the headline as read the body copy. When you
have written your headline, you have spent eighty cents out of your dollar. -David Ogilvy
Headlines are as close to a magic bullet as youre going to get, and if youre going to be perfect in
only once place, do it here. Write a strong headline that works.
Heres how:
Use headline templates, which are based on headlines that have worked in the past
Lead with a strong benefit, making them want to read more
If you can, split test different headlines to see what works best
5. Dont Get Distracted from Making the Sale
If it doesnt sell, it isnt creative. -David Ogilvy
Couldnt be more true. Marketers love to be cute and funny, original and innovative, but its also
dangerous.
David Ogilvys 7 Tips for Writing Copy That Sells http://blog.kissmetrics.com/david-ogilvy/
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People dont set aside time to read ads; they are probably in a hurry, just taking a quick glance
before they move on to something else. If your point isnt immediately obvious, chances are they
wont get it, and youll lose them forever.
If you want people to buy, you need them to see your product in their hands and be able to envision
how itll improve their lives. Everything else is secondary. If you can awe them with your words in
the process, fine, but dont do it at the expense of the sale.
6. Explain Why They Should Buy
The more informative your advertising, the more persuasive it will be. -David Ogilvy
Youve hooked them with the headline, and youre telling them all about the product, but before
they decide to buy from you, they want to know one thing:
Why?
Why is the product important? Why is it a good deal? Why should they be interested? Why should
they buy it from you? Why should they buy it now, rather than later? Why should they trust you?
Consciously or subconsciously, all of those questions are going through a customers head. If you
want them to act, you need to answer them, and that means making your copy informative.
7. Your Copy Is Important. Treat It That Way.
Like a midwife, I make my living bringing new babies into the world, except that mine are new
advertising campaigns. -David Ogilvy
All too often, business owners treat their sales copy like an afterthought. They scribble down a few
notes, have someone check it to make sure its grammatically correct, and send it out. Then they
wonder why it doesnt get results.
David Ogilvy, on the other hand, looked at each of his campaigns like his babies. He nurtured them,
fought for them, helped them develop. And he produced some of the best-selling campaigns in the
history of advertising.
The truth is, writing great copy takes time and energy. Some of the best copywriters will spend
weeks just crafting the headline, and they might take months to write the body copy.
Its not because theyre slow. Its because they know the importance of getting it right.
Are you committed to that type of excellence?
If not, you should be.
About the Author: Nathan Hangen is an entrepreneur, author, and co-founder of the
Fountainhead Society.
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16 Comments
Make a comment
@TheGirlPie Sep 24, 2010 at 8:38 am
A nice, simple breakdown of the basics that I know but cant always explain to people who
dont get it Ill just send em here! Thanks.
Reply
1.
Nathan Hangen - Digital Emperor Sep 24, 2010 at 1:14 pm
Thanks, I learned a lot just writing this. Ogilvy certainly earned my respect. We need more
like him.
Reply
2.
Mike Korner Sep 24, 2010 at 1:38 pm
Great article Nathan. Ogilvy is a hero for those who hear about good enough and want to
puke.
Some of the best copywriters will spend weeks just crafting the headline, and they might take
months to write the body copy.
In a recent article on Copyblogger, Jon Morrow suggested that spending less than an hour on
each post is one warning sign that your content might suck. He also said that most of the
popular bloggers he knows spend anywhere from 2 to 10 hours on each blog post they write,
and suggested that If youre not, you should be.
Jons comment caused strife for several people so Im pretty sure some of them just fell over
dead after reading Ogilvys words.
Thanks for bringing Ogilvy into the conversation.
Reply
3.
Christine Livingston Sep 25, 2010 at 5:02 am
Loved your article, Nathan.
Youve used the term sales copy throughout. I wonder how many bloggers actually see their
4.
David Ogilvys 7 Tips for Writing Copy That Sells http://blog.kissmetrics.com/david-ogilvy/
4 of 7 6/23/2011 12:33 PM
posts that way but, unless youre just blogging for the sheer hell of it, most bloggers are trying
to use their writing to inspire a connection and hence the sale of some kind of product or
other. Right?
Im certainly taking a lot away here in terms of mine!
Reply
Michael Leahy Sep 27, 2010 at 7:57 am
I read the book, and can really recommend it. Of course things have changed since he wrote
it, but people havent!
Reply
5.
Joe Winn Sep 27, 2010 at 10:43 am
Great post. Another point Ogilvy drove home in Ogilvy on Advertising is to always make a
promise in your copy. Believe it was in one of the later chapters when he said something to
this effect, Always make a promise in your copy. If you take one thing away from this book, I
hope its that. Seems simple and yet you wouldnt believe how many ads have no promise
whatsoever.
Reply
6.
Justin Norris Sep 27, 2010 at 11:44 am
Very useful post, thanks Nathan.
The great thing about principles like these is that they are as relevant today as when they
were first articulated.
Point #2 about research is especially important and it seems not always well-understood out
there. Too often we write things for ourselves and not based on what the audience actually
wants.
Reply
7.
Lucho Lalev Oct 18, 2010 at 1:30 am
Works not only for copy writing!
Reply
8.
Hammer Nov 25, 2010 at 9:29 am
Points #2, #3 are mandatory for any copywriter or even they can be called the Golden Rules.
#4 is often the Grey Area, tough to reach the target customer.
Anyways nice post, looking forward for other reader comments.
Reply
9.
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