David Ogilvy is an advertising legend and here, author Nathan Hangen shares what he believes to be the best of Ogilvy’s advice arsenal when it comes to writing better copy.
1. Go Big or Go Home
Don’t 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 take shortcuts or present a less than compelling argument, then you’ve 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
The true value that comes with knowing exactly what your target audience is thinking.
You cannot write copy unless you know:
- Who you’re writing it for
- How that person thinks
- What that person needs
If you haven’t done your research, then you’re simply faking it, and it’s that type of copy that gets marketers in trouble. 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. She’s your wife. Don’t insult her intelligence, and don’t shock her. -David Ogilvy
This is a great Ogilvy quote, because as great as your product may be, speaking down to your audience is going to turn them away, and as much as you’d 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. You’re on equal footing, or perhaps a bit lower, considering you’re 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 you’re going to get, and if you’re going to be perfect in only once place, do it here. Write a strong headline that works.
- 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, test different headlines to see what works best
5. Don’t Get Distracted from Making the Sale
If it doesn’t sell, it isn’t creative. -David Ogilvy
This couldn’t be more true. Marketers love to be cute and funny, original and innovative, but it’s also dangerous. People don’t 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 isn’t immediately obvious, chances are they won’t get it, and you’ll 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 it’ll improve their lives. Everything else is secondary. If you can awe them with your words in the process, fine, but don’t 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
You’ve hooked them with the headline, and you’re 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 customer’s 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 it’s grammatically correct, and send it out. Then they wonder why it doesn’t get results.
Look at each of his campaigns like his babies. Nurture them, fight for them, help them develop. The truth is, writing great copy takes time and energy. The importance lies in getting it right.