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07/11/2017 David Ogilvy: his 7 Commandments on Advertising and Quotes

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David Ogilvy on Advertising: his 7 commandments and quotes all


Marketers must know
Por Camila Villafae | Blogger at Postcron.com (http://postcron.com/en/)

(https://postcron.com/en/blog/wp-content/uploads/2014/06/ogilvy-01.jpg)
Advertising is an ancient art, but dont even think about calling what David Ogilvy does, art.

He was born on June 23, 1911 in West Horsley, England. He decided to migrate to the United States, more speci cally New York. There he became a copy-write
legend, creating hundreds of e ective and powerful headlines that to this day retain their power.

David Ogilvy is the most famous publicist and his lessons are still as relevant today as they were when he opened the doors of his agency Ogilvy & Mather
in 1948. He understood the nature of the role of marketing and advertising to the point of being able to conclude with that quote:

advertising is not an art form, its a medium for information, a message for a single purpose: to sell.

Ogilvy quote:

When I write an advertisement, I dont want you to tell me that you nd it creative. I want you to nd it so interesting
that you buy the product.

This quote is from his book Ogilvy on Advertisement, which by the way is excellent and I recommend reading it (https://www.ogilvy.com/About/Our-History/David-
Ogilvy-Books.aspx). If youre interested, you can download a version of it here (https://ebookbrowsee.net/og/ogilvy-on-advertising-pdf#.U6Vvz 5Ohs).

Although Ogilvy on Advertisement was written in 1983, (yeah, I know, sounds almost prehistoric and so without the internet!) Dont think even for a second
that all that he introduced to the world of advertising is no longer being used today. His lessons are timeless in marketing, including the new challenges of the
era of Social Media.

The same Ogilvian techniques that worked in the 70s can be applied today in current ads, blog headlines, website marketing, e-commerce, and YouTube
channels. For some reason, they say that the ideas of geniuses transcend time. These 7 Commandments will demonstrate that the ideas of the most in uential
publicist in the market are eternal and with good reason! Lets start to apply them by studying Commandment #1! (if David Ogilvy says it, believe

These 7 Commandments will demonstrate that the ideas of the most in uential publicist in the market are eternal and with good reason! Lets start to apply them
by studying Commandment #1! (if David Ogilvy says it, believe me, its worth it!)

David OgilvyCommandment #1: Your role is to sell, dont let anything distract you from
the sole purpose of advertising.
The goal of creating ads is not to prove whos more clever or witty. Nor to prove who can come up with the phrase with the best play on words. Ogilvy says in
his book, he hated when his employees referred to themselves as creative.

One of the David Ogilvy quotes says:

Your role is to sell, dont let anything distract you from the sole purpose of advertising.

The main point of this commandment and David Ogilvy puts it quite simply: if you want people to buy your product, you must explain it as brie y and simply as
possible: what you sell, and how buying your product will improve their lives. People dont have that much time to stop and read, so if you think you should
surprise them with your words and creativity, you can do it, but never at the expense of making the sale.

People dont have that much time to stop and read, so if you think you should surprise them with your words and creativity, you can do it, but never at the expense
of making the sale.

Example: advertising agency TBWA- Vancouver (https://www.tbwa.com/), made a clear and creative ad for the British Columbia Lung Association, an
association, ghting lung cancer. They really know how to transmit and sell the concept of the campaign e ciently and the play on words is priceless. Check out
the headline:

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07/11/2017 David Ogilvy: his 7 Commandments on Advertising and Quotes

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(https://postcron.com/es/blog/wp-content/uploads/2014/06/information-ad-lung-

cancer-keep-smoking.jpg)

Father of Advertising Commandment #2: Clearly de ne your positioning: What and for
Who?
Positioning is a funny term, andthe Father of Advertising has a di erent de nition.

The father of advertisingasks: what does the product do and who is it for?

I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for
women with dry skin. This is still working 25 years later.

(https://postcron.com/es/blog/wp-

content/uploads/2014/06/Dove-ad-campaing-retro-modern.jpg)

Many years later, women still have dry skin, and Dove is there to solve the problem. The only di erence between Dove women now and then is that today,
there are lots of other products to deal with the same problem. However,

However, Dove continues to stand out among its competitors because it o ers an extra bonus, a promise that others do not: It will not only moisturize your
skin but when you buy it, youll be supporting the ght to promote a more realistic image of the modern woman, against the unattainable stereotype proposed by the
media. Youll be celebrating our aws (wrinkles, cellulite, curves, gray hair, freckles, etc.).

Dove ghts for Real Beauty. Do you think that without this awareness campaign they would be so successful?

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(https://postcron.com/es/blog/wp-content/uploads/2014/06/real-

beauty.jpg)
Remember that in order to achieve good positioning for your brand and product, apart from a thorough study of the target audience, its essential to have a strong
promotional campaign present at all times and spaces where your audience is found. Social networks are an essential medium today which allow us to get closer
to our potential customers.

David OgilvyCommandment #3:Do your homework. Study your consumer in detail.


Other quotes of David Ogilvy:

Advertisers who ignore research are as dangerous as generals who ignore the signs of the enemy.

If you dont start doing your homework, you wont have a chance in hell to produce advertising thats successful and that sells. Its the most tedious part
as Ogilvy says, but its mandatory. You gotta do it. Ogilvy worked for years under George Gallup, founder of Gallup Poll, an agency that does market research and
surveys. Commandment #4 of Ogilvy is based

Ogilvy worked for years under George Gallup, founder of Gallup Poll, an agency that does market research and surveys. Commandment #4 of Ogilvy is based on
the fact that

One of the David Ogilvy great advertising guidelines is based on the fact that if you dont know who youre writing for, then youll just be faking it, and that
will lead to more problems than you can imagine.

Youll never be able to write an e ective copy if you ignore the following:

Who youre writing for


How that person thinks
What that person needs

The following is a basic model of consumption created by George Belch and Michael Belch
(https://books.google.es/books/about/Publicidad_y_Promocion.html?hl=es&id=65kQPQAACAAJ). It clearly demonstrates the buying process of
consumers. Knowing what your target audience wants, what they need, and how they think, will help you design an e ective communication strategy to in uence
and achieve the ultimate goal: to sell.

Take a look:

(https://postcron.com/en/blog/wp-content/uploads/2014/06/belch-and-belch-1.jpg)
If you want to learn how to de ne the target audience or buyer persona of your business, dont miss this article! (//postcron.com/en/blog/buyer-persona-social-
media-strategy/)

Father of Advertising Commandment #4: Think of the consumer as a woman, she wants
all the information you can give her.
An important lesson to keep in mind when writing and communicating is: Dont underestimate the consumer. Dont think of your audience as dumb, value it as if
she were your wife.

David Ogilvy quote:

The consumer isnt a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid
adjectives will persuade her to buy anything. She wants all the information you can give her.

What does that mean? If you want to make money in marketing, youll have to respect your audience. Every day, consumers are bombarded with
advertisements, which in many cases, border on the edge of ridiculous: it seems that advertisers only want to show how creative, witty, or clever they are,
completely ignoring the fact that an advertisement has got to provide relevant information and seduce the public.

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(//postcron.com/en/blog/wp-content/uploads/2014/06/DO-WIFE.jpg)
For example, in this anti-aging line of products, the message promises something that not even a scalpel could do: Less Wrinkles in Minutes (Minutes?!!) If it
really worked, Im pretty sure it would have put an end to the cosmetic surgery world by now. Sometimes I wonder if these people are for real!

(//postcron.com/es/blog/wp-content/uploads/2014/06/ARRUGAS.jpg)

David OgilvyCommandment #5: Talk to them in the language they use every day.
Talk to your audience the same way you would talk to a close friend thats sitting in the chair in front of you. At the same time, when you write for your
audience, David Ogilvy said,

Dont address your readers as though they were gathered together in a stadium. When people read your copy, they are alone.
Pretend you are writing to each of them a letter on behalf of your client.

Ogilvy quote:

It seems to me you should use their language, the language they use every day, the language in which they think.

The next example is from Gillette, and its awesome for two reasons:

1. It shows that a good marketing team can reverse an unfavorable situation a brand might have, and do it quickly.
2. Gillette really knows how to speak their audiences language!

It turns out that in recent years, November is a month of mustaches! Yeah, in case you werent aware, there is a movement called Movember
(https://us.movember.com/), which encourages men around the world to let their mustaches grow during the month of November in order to raise funds and
promote awareness about mens health issues and raise money to fund more than 770 research programs. And wow has it caught on!

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07/11/2017 David Ogilvy: his 7 Commandments on Advertising and Quotes
(https://postcron.com/en/blog/wp-content/uploads/2014/06/movember-eng.jpg)
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The Movember For Free had
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so much popularity, that it got to the point
that Gillette was being a ected by its impact. They reported a 16% decrease in sales, according to CFO P & G, Jon Moeller.

In this situation, what do ya think Gillette did? Complain and get stuck in consumers mind as some greedy brand that doesnt support a really great
charitable cause because theyre only interested in sales? Of course not! (Although we all know that at the end of the day, the goal is always to sell).

Gillette responded with a string of amazing ads (https://www.lsnglobal.com/seed/article/6587/retro-style-ad-pays-lip-service-to-facial-hair) that didnt confront
Movember, but rather joined them (https://www.mdgadvertising.com/blog/good-will-meets-good-marketing-as-gillette-joins-in-on-movember-campaign/). In
addition, they did so through an advertising campaign using the most colloquial language you can imagine, precisely to generate engagement and grab the
attention of their target audience. Just read one of them to get the idea, starting with this one:

(https://postcron.com/es/blog/wp-content/uploads/2014/06/OMG.jpg)

Gillette wrote their ads in a way that combines the Vintage aesthetic style of retro advertising, with the idioms of the current generation, using terms like
omg (stands for oh my god) which is way more likely to be used by someone whos 17, than from the mouth of your grandma.

Father of AdvertisingCommandment #6:Write great headlines and youll have


successfully invested 80% of your money.
One of the David Ogilvy quotes say:

On the average, ve 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.

Less is more when it comes to titles. Did you know that 8 out of 10 people only read the headline? That leaves just 2 out of 10 who stay and read the rest of the
article. With these numbers, do you really think people can a ord to waste their time reading something complicated or tricky, that makes them think even more?
People need just the right amount of information, that in only a few seconds seduces them to linger a little longer.

Basically with agreat advertising headline, what we need the reader to tell us: ok, you got my attention, now, tell me more.

(https://postcron.com/es/blog/wp-content/uploads/2014/06/im-listening-cat-

gif.gif)
So, with your headline and copy, you want people to buy your product, right? What the reader wants to know to be convinced is one last thing: Why? The
advertising master says: The more informative your advertising, the more persuasive it will be.

David Ogilvy quote aboutgreat advertising headlines:

Never use tricky or irrelevant headlines People read too fast to gure out what you are trying to say.

Writing great headlines for ads is not as simple as it sounds, but if you want them to be read, understood, and that people stay to read the rest of the text,
you must learn to master speech and know everything you can about the product.

When David Ogilvy took on Rolls-Royce as a customer, he spent three weeks reading and studying all the technical characteristics of the car until he came up
with the phrase 60 miles per hour, the loudest noise comes from the electric clock. That became the title, and the rest of the sales pamphlet was composed of
607 words of copy. I dunno about you, but I wouldnt stay to read 607 words of text without a good title that leaves me wanting more.

Here is an example of a great advertising headline created by Ogilvy:

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07/11/2017 David Ogilvy: his 7 Commandments on Advertising and Quotes

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(https://postcron.com/es/blog/wp-content/uploads/2014/06/ROLLS.jpg)

Wanna learn how to write titles thatll make even Buzzfeed or Upworthy envy you cause no one will be able to resist clicking on them? Then youve
gotta read this post! (https://postcron.com/en/blog/5-tricks-writing-great-headlines/)

TIP: You can try out which titles work best for your blog by sharing di erent versions of the headline on Twitter. The great thing about Twitter is that the headline is
everything: if its good, itll get a lot of clicks. If not, itll be ignored. The headline with the most clicks is probably the best one.

You can measure the number of clicks by shortening your links with bit.ly (https://bit.ly) or using UTM tags (https://support.google.com/analytics/answer/1033867?
hl=en) and Google Analytics. Or you can also use tools like Postcron (https://www.postcron.com/)to shorten links and schedule the publication of di erent
headlines at di erent times and on di erent social networks.

David OgilvyCommandment #7:Highlight the product by making it the hero.


Whats the di erence between selling Soap A and selling Soap B, if both soaps have basically the same properties and are essentially the same
product? Providing something the other doesnt. Basically, making your product the hero and the star.

As we saw in the case of Dove, they participate in social networks, encouraging debates to de ne what real beauty is in response to low female self-esteem caused
by society and the media. If there are lots of products out there similar, yours has got to provide the same or more than the others and bring something extra to
the table. Individuals must identify with the values of the brand and everything the product represents.

If you think your product is boring, then Ogilvy has some news for you: there are no dull products, only dull writers.

Ogilvy quote:

I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign,
it has been because the product did not interest me.

Another huge brand that managed to position itself in the minds of consumers, for its style, innovative character, technology, quality and simplicity of its
products, is Apple. Honestly, theyre best at it.

(https://postcron.com/es/blog/wp-content/uploads/2014/06/Apple-the-best-gif.gif)

To stand out, you must be well de ned in the minds of consumers: who you are and what you do.

Apple knows how to whisper their beliefs in the ears of their audience. There are tons of MP3 players and Tablets on the market, but an iPod or an iPad
gives you so much more than just hours and hours of music and videos. Apples positioning strategy focuses primarily on emotions and the consumers lifestyle,
their imagination, passion, dreams, hopes, aspirations, and they promise to make peoples lives easier.

When you buy an Apple product, you immediately become part of a generation that believes that the rebels can change the world and have got to ght for what
they think. This brand managed to become what they are today thanks to the strategies of Steve Jobs, who founded the company and molded it to achieve the
highest level of quality and didnt stop til he got there.

In this article, we cover more about the ideology of another one of the legendary geniuses who taught us some of the most incredible lessons in Marketing
(https://postcron.com/en/blog/10-amazing-marketing-lessons-steve-jobs-taught-us/).

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(https://postcron.com/en/blog/wp-content/uploads/2014/06/Apple-personality-traits-stylish.jpg)

David Ogilvy Quote:

Dont bunt. Aim out of the ball park. Aim for the company of immortals.

You know what he meant by that? You should never settle. Seek perfection, from your product to your advertising copy. As a publicist or marketer, theres
only one thing you should worry about: My product, does it sell, or not? Thats the question.

And if it doesnt sell, use everything youve learned from David Ogilvy and ask yourself:

Does it not work because Im underestimating the consumer and prioritizing creativity in the ad over the truly relevant information? (If so, simplify it and
inform)

Is my message being understood or is it just a good pun? (Dont sacri ce sales just to be creative; your goal is to communicate in order to sell).

Am I talking to my audience in a language they understand and use day to day or am I being too technical or complicated? (Speak to them in a language
they understand, if you dont know what it is, study up on your audience to nd out!)

Do you know who youre directing your message to, how they think and what they need? (Do your homework! Find out what your readers want and
provide it. Construct the message they need to hear in order to get them to buy it).

Is the headline of your ad clickable and seductive enough to get them to read the whole thing? (Try to grab the attention with your titles and leave your
readers wanting more, without making it too complicated).

And nally, are you the hero in the minds of your audience? Do you know what separates you from the others?

The ideas of geniuses are not just trends of the moment but actually transcend time. But, of all the lessons Ive learned from this master strategist, the one that
hit me the most was,

You should never settle, and you should always aim high.

In your personal and professional life, you should only aim for the best of the best, and then, aim a little higher. And believe me, David Ogilvy, you got there!

Here is a video that resumes very quickly the most famous quotes of the Father of Advertising, enjoyit!

Top 21 David Ogilvy Quotes The advertising executive

Do you nd the tips useful? Tell us in the comments which are your favorite David Ogilvy quotes andteaching, or if you remember some great advertising
headlines, you can share it with us!

On the other hand, if you want to learn more about marketing hand in hand with the best, take a look at these articles:

27 Lessons from Philip Kotler, the father of Modern Marketing (https://postcron.com/en/blog/philip-kotler-advice-for-online-marketing/)


Steve Jobs Marketing Lessons: 10 timeless lessons hes taught us and his most famous marketing quotes (https://postcron.com/en/blog/10-amazing-
marketing-lessons-steve-jobs-taught-us/)

https://postcron.com/en/blog/david-ogilvy-7-commandments-advertising-marketers-need-know/ 7/10
07/11/2017 David Ogilvy: his 7 Commandments on Advertising and Quotes
Jack Ma: 7 tips on nding your opportunity and being happy (https://postcron.com/en/blog/jack-ma- nd-your-opportunity-and-be-happy/)
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Comments

8 Comments Sort by Oldest

Add a comment...


Never read such a long article before in my entire life.
Like Reply 6 Apr 8, 2015 4:01am

Claudio Alexis Gormaz Co-founder at StevenVonLoren Marketing Strategists,LLC.


Your statement says less about you than the article!
Like Reply Jan 5, 2017 2:28am Edited


Claudio Alexis Gormaz I do not like long winding articles, this one I read
Like Reply Jan 5, 2017 2:59am

Postcron
Thank you! Glad to know that you enjoyed our article about the father of advertising. Did you check the others that we have about Jack Ma,
Jobs, etc?
Like Reply Apr 20, 2017 10:06pm

Ishrat Sayed Copy Head at Lemonice Advertising


A must read article.
Like Reply 2 Oct 19, 2015 12:04pm

Postcron
Hi Ishrat,
Did you read the article about David Ogilvy commandments for advertising? Did it help you to create great advertising headlines?
Like Reply Apr 20, 2017 10:08pm

Esraa Ahmed Works at Sudani


interesting artical
Like Reply Nov 19, 2015 7:33pm

Byron Vaughan
The book is "Oglivy on Advertising" NOT "Oglivy on Advertisment".
Like Reply 1 Dec 18, 2015 3:19am

Postcron
Thanks for the observation Byron! Happy Holidays!
Like Reply Dec 29, 2015 3:00am

Terrie Bishop Turner


Have the original - spine is broken. #bestbookever
Like Reply Oct 10, 2017 4:06pm

Byron Vaughan
In any case, a very nice article. I enjoyed it.

Cheers!
Like Reply 2 Dec 18, 2015 3:21am

Postcron
It is nice to know that you like the David Ogilvy quotes and teachings that we share on the article! Thank you!
Like Reply Apr 20, 2017 10:02pm

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https://postcron.com/en/blog/david-ogilvy-7-commandments-advertising-marketers-need-know/ 10/10

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