Show prices in your ads
You may see a necklace in a jeweler’s window, but you don’t consider buying it because the price is not shown and you are too shy to go in and ask. -Ogilvy on Avertising Continue reading Show prices in your ads
Tag: Ogilvy on Advertising
Testimonials are key. Especially the ones from experts
Testimonials from celebrity are recalled but the product is forgot. Testimonials from experts are very persuasive. An ex-burglar admitting he was never able to crack a chubb safe. -Ogilvy on Avertising Continue reading Testimonials are key. Especially the ones from experts
When you target a niche, use specific words in the headline that will trigger their attention
In a ad for campers, use word like daypack, canopy, tent pad, etc. -Ogilvy on Avertising Continue reading When you target a niche, use specific words in the headline that will trigger their attention
Don’t put a period at the end of headlines
Periods are also called full stops, because they stop the reader dead in his tracks. You will find no full stops at the end of headlines in newspapers. -Ogilvy on Avertising, p.96 Continue reading Don’t put a period at the end of headlines
About to write something? Base your advertising on research and not intuition
Test everything. Will you choose a surgeon whoi has read some books on anatomy or one who relies on intuition. -Ogilvy on Avertising, p.21 Continue reading About to write something? Base your advertising on research and not intuition
Never do reverse writing (white text on black background)
Research proved it’s harder to read -Ogilvy on Avertising, p.97 Continue reading Never do reverse writing (white text on black background)
Photographs with an element of “story appeal” were far above average in attracting attention.
I started using an eye-patch on the model for the ad. The kind of photographs which work hardest are those which arouse the reader’s curiosity. He glances at the photograph and says to himself, ‘What goes on here?’ Then he reads your copy to find out. – -Ogilvy on Avertising, p.76 Continue reading Photographs with an element of “story appeal” were far above average in attracting attention.
Don’t use clergymen, monks and angels as comic figures in advertising. It shocks a lot of people.
Here are the Golden rules for Headlines.
-Promise a reader a benefit (whiter wash, more miles per gallon, freedom from pimples) -Headlines which contain news are sure-fire. Announcement of a new product, an improvement in an old product. Ads with news are recalled 22% more. -Don’t be shy using words such as “amazing, introducing, now, suddenly”. They have proved their worth. -Include your brand name in your headline. If you don’t, 80% of readers (who don’t read your body copy) will never know what product you are advertising. -If you advertise a product that is only bought by a small group of people, put a word in … Continue reading Here are the Golden rules for Headlines.
Put your headline below the illustration
Readers look first at the illustration, then at the headline, then at the copy. So put these elements in that order – illustration at the top, headline under the illustration, copy under the headline. This follows the normal order of scanning, which is from top to bottom. *On the average, headlines below the illustration are read by 10% more people than headlines above the illustration. -Ogilvy on Avertising, p.88 Continue reading Put your headline below the illustration
Roadmap to Billions 