How to Create Advertising That Sells: Review of the Legendary Advertising Showpiece

How to Create Advertising that Sells Review

David Ogilvy is known across the world as “The Father of Advertising.” This How to Create Advertising That Sells Review looks at one of the strongest, if not THE strongest, works on the rules of advertising. It’s based solely on market research and will deliver on the promise.

Ogilvy was an advertising exec sensation who was sought after within his industry. He compiled more than 40 years of advertising research into one amazing piece. It only contains 1900 words. It ran during the 1960’s and 1970’s in newspapers for his company. Ogilvy wrote Confessions of an Advertising Man, quite probably the most prominent and celebrated books authored on Advertising. He started his lengthy vocation employed by Gallup. Knowing what Gallup does, that’s likely to be most perfect point for an advertising man to start a stunning profession.

So We Begin… Part One

In this Ogilvy quintessential masterpiece “How to Create Advertising that Sells” Review, we’ll cover the initial 7 maxims. Now, covering seven rules out of 38 can appear to be insignificant at first glance. However, one would at their wit’s end to stuff this quantity of information concerning the ad biz into a more condensed study.

Maxim One: Position

Ogilvy considers Dove soap as the ideal illustration. They have a few choices for the campaign. Would selling clean hands be their best option? OR, would selling soft skin be a better option? The decision ad execs made that day was the first-rate answer for Unilever as proprietor of the Dove brand. When getting ready to sell a product or service, begin here.

Maxim Two: The Promise

With making a very large promise, Ogilvy said the ad can’t be wrong. Make the “obligation” exclusive. Make it a real contender. Lastly, the product or service had MUST ACCOMPLISH the promise given. If it can’t, start over.

Maxim Three: Image

When considering branding a person or business, create the “most sharply defined personality” for the brand. When every ad campaign goes in several different directions and lacks a concise focus, that business is likely to fail. A big picture is what is missing. Advertising should be based on a campaign, not a single ad. Lacking a consistent theme from one ad to the next is a kiss of death. With social media, coming across as a slightly bi-polar is easily possible. Successful social media campaign ideas have to pull together this idea as a foundation. Make the brand image consistent every place, every time.

Maxim Four: ONE LARGE Idea

Ogilvy said it’s normally a very basic concept. It just takes one idea, though. It required because it “gives the customer a jolt” and makes them pay attention to the ad. It’s no secret that a business must stand apart from the competition in order to get noticed. Agreed? But, in order for a customer to take action, it’s a completely different thing. Developing over-the-top, complicated ideas are amazingly easier than coming up with ONE Straightforward, uncomplicated LARGE idea, according to Ogilvy. It requires pure genius. They will withstand the test of time.

Maxim Five: Superior

Its common sense, but it’s often overlooked. Consumers consider an unattractive product with an “inferior image.” The world in which we live is extremely visual. The way things appear always alters perception, without exception. It’s always been this way. Garbage in… Garbage out.

Maxim Six: Don’t Be Boring

Be very charming. Attempt to engage the viewer and get him or her involved. “Make him hungry.” Next, get him to participate. It isn’t difficult to be interesting, but pushing for involvement is slightly harder.

Maxim Seven: Innovate

Be the starter of trends. Don’t blindly follow crazes and trends. Ogilvy discovered that ad campaigns that followed trends were RARELY successful. He recommended engaging in some market testing with real consumers. It IS a bit precarious to head off into an uncharted direction. Market testing allows ad developers to exercise caution and gain a level of security.

Maxim Eight: Glory Hogs

I bet this was extremely controversial for the time. In fact, it’s probably still controversial because of society. It’s expected that we give a list of our accomplishments and qualifications. Any awards are expected in this list. Ogilvy felt creative awards for ads deludes creativity in people and steers them away from goals. What is the goal? In successful campaigns, the goal is the quest of sales. Ponder upon on what persuades the consumer and not what gains awards.

Review in Summary

So, this was the first quarter of David Ogilvy’s How to Create Advertising that Sells Review. Pretty amazing? Considering how old it is, it is still so relevant and very timely. The value of this document is priceless. Hundreds of thousands had to be spent on worthless, unsuccessful ads in order to gather data and determine what creates success. So, figure out what will be sold and remember to sell the sizzle. Make a large promise, and then deliver. Create a laser-focused brand and place it at the front of each ad. Create ONE LARGE idea. Continue the thread through every campaign. Favorable visuals correspond with more successful campaigns. Boring is bad. Take out some insurance and start a trend. Think profit not recognition.

Part two of How to Create Advertising that Sells Review promises more value along with breathtaking, profit-generating maxims by the advertising legend.

Zip the Monkey and Effective Advertising

How many ads have actually made you buy something? Hmmm… As a 9-year old, I was leafing through a Boys Life magazine and saw a print ad for a real live squirrel monkey–for only $19.95. I wanted the monkey so badly that I convinced all of my friends to front me $3 each for the future opportunity to see the monkey at any time. I also risked the ire of my parents when they discovered by new friend “Zip.” That was one powerful ad. But why?

How many ads have actually made you buy something? Think about it. I’ll bet that once you mull this question a bit, like most people, you’ll think of no more than two or three examples–at best. Is advertising really that ineffective ? Of course, I thought of Zip the Monkey. Beyond an ad which excited my sense of boyhood daring and adventure, what other brands have caused me to buy ?

Well, Advil PM for one. I saw the ad recently, sitting on the sofa, partially jet-lagged from another cross-Atlantic business trip. It was simple, comparative, and to the point: with Advil PM’s time release formula, you can sleep through the night. No waking up like the other major competitor. I travel extensively and spend a lot of time in Europe. In Europe, six hours ahead of the U.S., I would take the competitive product before going to bed — only to wake up in the middle of the night–wide awake. Hours later, I was at work, even more exhausted than usual and dreaming of a long nap. It sounds trite in print, except that this was EXACTLY my issue. Said differently, I was the perfect target and the RIGHT TIMING accentuated and personalized the message. Upon seeing the ad, I thought: “That’s me–I have to try that.” And I did.

Advertising research tells us that persuasion and other factors are critical to advertising effectiveness. But communicating a benefit persuasively and convincingly is also a function of making an important benefit relevant. And relevance is about solving personal problems or issues and communicating this at the RIGHT TIME. Establishing the right target is foundational. Communicating the right message ensures relevance. Using the correct media gets your product or service message to the right person. RIGHT TIMING deepens the ad relevance and personalizes the communication. Of course, this is one of the reasons search marketing has proved so enormously successful–it matchs the “intention” of the searcher and increases RIGHT TIMING. John Battelle wrote about this intention phenomenon in his excellent 4 1/2 star book, “The Search.”

There is huge opportunity for marketing communications to improve RIGHT TIMING. The advent of digital marketing, social media, search, improved media buying and other forms of marketing analytics will increasingly enable marketers to drive RIGHT TIMING and open up a vast frontier of marketing effectiveness improvements.

It’s been a long time since I sent in my $19.95 to get my very own squirrel monkey. To be honest, I can’t recall the specifics of the ad. But something tells me that there was an issue involved–like the humiliation I felt the day before at school when my green rock was overshadowed by some really cool shark teeth. Perhaps it had something to do with me badly wanting to be the king of “show and tell.” While everyone else had rocks, dolls and shark teeth to show, I had a real live example of effective RIGHT TIME advertising: Zip the Monkey.

A Home Based Internet Business Correctly Researched Readily Earns $3000 Plus Per Month

Efficient comparisons of Internet Home Business Income opportunities, will enable you to earn $3000 plus per month. Research has proven to be an absolute pre-requisite before jumping in at the deep end. You take the incorrect direction at the embryo stages of laying your business foundation and the anticipated income streams from your internet business will, to say the least noy disappoint. It costs no more effort to do it right from the word go.

I have researched and tried many internet home business projects and many have found to be sadly lacking in enabling the aspirant to lay his internet incomes foundation. In fact many are blatantly incomplete. Many of the income opportunities offered on the net are totally inconsistent with the advertised opportunities and results. Only a handful of merchants have even a remote possibility of meeting the internet marketing offers they make amidst their hype and fanfare. The aspirant internet entrepreneur must be careful not to enter where angels fear to tread. A lack of knowledge takes you to the school of experience which is an unforgiving, long, hard, and often expensive school. Research before you jump in.

There are not a great deal of qualifications necessary to beget a substantial income from a properly set up Internet Home Business. The methodology is plain and simple if you are able to search the internet, send an email, or click on a link, you are capable of a good income from the internet marketing zone. For interest sake, for a moment, compare the norm with that which the internet business offers, viz:- Go to University, spend 4 years at a cost of some $1000 plus dollars per month minimum, without an income, when you graduate you hope you are paid enough to live comfortably. Here is the difference. Apply your mind for 4 to 6 months at setting up an Home Business on the internet and you will not be earning an income, you will in fact be making wealth, a very big difference.

A well researched start to your potential internet million dollar income is entirely dependent upon where and how you lay the foundation of your business. Lay a sloppy foundation and your walls will crack. If the roof falls on your head look inward, not outward for reasons. Consider yourself enlightened by this article which tells you the truth, and nothing but the truth, ignore this at your own peril. It is absolutely essential to understand here and now; Note, how you lay your foundation is how your bank balance will look. You can make $3000 per months and much more provided you choose the right route to follow. Be careful of hype and do your research before you dive in. Beware of the many scams and pitfalls. Remember empty barrels make the most noise.

Many internet marketing companies promise you a big income, displaying the income of the selling party on the net with great gusto. There are a few questions you should ask yourself;

o How long has the seller of the product been trading on the internet?
o How much money did it cost him to get to this income? Perhaps in ad-words or some other form of advertising spend.
o Is the he offers able to make the promised income in isolation from other requirements?
o Is the tuition he offers complete?

There are another dozen or more questions, most of them beyond the scope of this article.
I state emphatically, as a yachtsman I’ll state it best in Yachting parlance. Before you set off to sea, check the weather, if you do not adhere to this basic rule, look to yourself in the storm when it hits your yacht. So avoid capsizing the boat, do the right things before you cast off. You’ll be much happier.

A regular question, which is pooh poohed in most internet advertising, is the fact that it is a lot easier if you do have some basic computer skills, many will have you believe that you can go ahead and set up an internet home marketing business with no knowledge, and make pots of money. Don’t be conned. The advice you have received here in this very article is a result of much research and many personal disappointments, yes I saw a few storms. As they say in the classics, and this is my earnest request to the reader, do not do as did, but do as I say. Heed this good advice.

In many instances the aspirant internet business entrepreneur is taken advantage of because the “guru” knows that his lack of knowledge combined with greed, the oldest vice of mankind, make the unsuspecting new comer easy prey, believing that he will make the sort of money that is so readily brandished about in advertisements. You need a number of good software bits and pieces, if you do without you will be mediocre to bankrupt. My search took me to a net community who all help the newcomers to make it as we do not like to think that our total turnkey operation fails. The foremost advantage is you have direct contact with the top men. An answer which spells progress is always at hand. You buy nothing. It all comes wrapped in a minimal membership fee. Marvelous.

To sum up the course to a dependable internet income one has to be aware of buying before the foundation is laid. Follow the advice of the author of this article who has done much research and you will be a trader with multiple income streams, securing a self perpetuating income from you internet home business. Only the right choice from amongst the inevitable scams is going to make you happy. Take care and judge well.

Creativity in Advertising

This article is about exploring creativity in advertising, in particular, exploring two different, but connected, sides to creativity: being creative and creative-thinking.

Lots of people work in advertising because they enjoy the ‘creative’ angle to it. But what exactly is the ‘creative angle’ in advertising?

Firstly, what is ‘creativity?’

Most of us associate ‘creativity’ with human pursuits such as painting, creative-writing, writing music and so on. In its purist form we associate creativity with coming up with images or sensations that exist for no other reason than to inspire or entertain (as oppose to serving some utilitarian purpose). We associate this kind of creativity with the world of imagination, dreams, nature and so on. For the purpose of this article, I will call this kind of creativity: raw / imaginative creativity (although there is a certain amount of imagination in the second kind of creativity, too).

But there is, also, another sort of ‘creativity’ that we associate with things such as entrepreneurship, inventing, the theoretical nature of sciences such as in quantum mechanics and so on. This sort of creativity involves being utilitarian in its core: where being creative is about arriving at some sort of solution (in the form of an idea or ideas) to a question or a problem. This kind of creativity is what Edward de Bono (probably the expert on this subject) coined ‘lateral thinking’.

Advertising, as a whole, involves both types of creativity to an important degree (with a lot of cross-over between the two).

Let’s discuss lateral-thinking creativity, first, because this is the first kind of creativity used in putting together a campaign.

Research is crucial in advertising. Research is about finding out who a brand’s audience is, what the general market is like and so on. Research is about digging the foundations on which the campaign is based. Research involves lateral-thinking in that, first, the researcher has to use lateral-thinking methods in working out the best method of research and how to go about it, as well as using lateral-thinking methods in making sense of the research findings. There is, of course, a lot more to research than this. The important point, though, is that lateral-thinking has a crucial role to play in this.

‘Ideas’ is a concept that is, also, crucial in advertising. The agency needs to come up with a marketing idea or set of marketing ideas that are going to make the brand stand out from the competition and really engage the audience with the brand. This is where lateral-thinking plays it’s most fundamental role in the putting-together of a campaign.

Strategic-thinking is, also, crucial in advertising. Strategic-thinking as in how best to proceed with brand overall. This, too, involves a lot of lateral-thinking.

Most people in an advertising agency, as in most businesses are involved in lateral-thinking, to one-degree or another. But the the process of research, ideas, and strategic-thinking over the brand is really the job of the account planner (and to some degree, the account handler, where the account handler doesn’t have an account planner to work with or fall back on). Media planning (this is about finding the most appropriate media channels to use in advertising a brand) also involves a lot of lateral-thinking in that the media planner must figure out exactly who the audience is, what the brand is like, and what all the possible media channels are for that particular audience and brand, and so on.

The creative department (i.e the copywriter, art director and so on) is very much about raw / imaginative creativity. The raw / imaginative creativity of the creative department is about coming up with creative concepts that will engage the audience in a particular human way (humour, surrealism, emotion, and so on) in an entertaining way. This is fairly obvious. What is not so obvious, perhaps, is that the creative department must, also, be focused on the marketing idea behind the campaign, overall. In other words it is not enough just to come up with a creative concept. The creative concept must be relevant to the marketing idea behind the campaign. Therefore there is very much a utilitarian purpose to the work of the creative department (utilitarian above and beyond just creating a successful campaign for the client) and this very much affects the nature of the type of creativity that they are involved in.