My hero, David Ogilvy.
This is my personal take on some things I picked up as a copywriter back in 1997. And a tribute to my copywriter hero.
This is not a book review.
It is my personal take on some things I picked up as a copywriter back in 1997. And a tribute to the man who gave me a framework for copywriting.
I thought it might be a good idea to share some copywriting tips I used as a writer. These are based on one of the most valuable resources for writing ads, “Confessions of an Advertising Man” by David Ogilvy. It was, and maybe still is, recommended reading for anyone who aspires to be a (copy) writer.
Who was David Ogilvy?
He was my hero. One of my heroes.
David Mackenzie Ogilvy (1911–1999) was an advertising man. Often referred to as the “Father of Advertising.” This man is one of several founders of modern advertising that shaped the world of marketing.
Ogilvy was born in England, and attended Oxford University but did not complete his degree. I think this is consistent with entrepreneurs like Bill Gates and Mark Zuckerberg who also dropped out. University becomes a distraction somehow.
Ogilvy spent several years working as a chef and door-to-door salesman. That was when he developed his insights into human behaviour.
In the 1930s, he joined the London-based advertising agency, Mather & Crowther. He moved to the United States in the 40s and worked with George Gallup’s Audience Research Institute, where he studied consumer behaviour and developed his research-based approach to advertising.
Ogilvy founded his own advertising agency, Hewitt, Ogilvy, Benson & Mather in 1948, which later became the famous Ogilvy & Mather. Back then, we referred to it as O&M. It was one of several agencies that every advertising professional dreamed of working at. The mecca of the advertising industry.
I recalled reading about how he got one of his first prominent clients, Wedgewood, in his book “On Advertising”. I lent the book out, and it went missing, so this is based on what I remember over 20 years ago.
When asked why they (Wedgewood) should engage an ad agency since they do their own ads, Ogilvy said that O&M would place the ad for them in the papers, and the papers would pay the agency a 17.65% commission. It would not cost Wedgewood a single cent more. How do you argue with that?
Throughout his career, Ogilvy helped shape the advertising industry with his distinctive style. He created iconic campaigns for brands such as Rolls-Royce, Hathaway Shirts, and Dove, among others.
“Confessions of an Advertising Man” was published in 1963. It reads like a journal. It contains Ogilvy’s insightful and honest views into the world of advertising. I recall going to this book every so often to look for ideas and inspirations. Usually at 1 in the morning, with the deadline for the pitch the following day.
Here are some key points in “Confessions” as we called it.
Research is everything
Ogilvy stressed on the importance of research as the foundation for every successful campaign. Back when there was no Google, much less ChatGPT, we relied mostly on the client for research. Understanding everything we can get our hands on about the client’s products, their customers and needs. Then everything about their competitors. This requires visits to restaurants and cafes, car showrooms on weekends, and boutique jewellery shops.
It was better, I now feel. It is more real when you speak to another person. Nowadays, we rely too much on the internet for all research, and this information is, more often than not, written by copywriters relying on other copywriters.
So, do your research and speak to the customers.
Creativity is crucial
Ogilvy might have been one of the first to use creativity to make an ad stand out. His classic Rolls Royce and Hathaway Shirts made millions for those businesses. Until then, I believe most ads were informative. Fact-driven. “Scientific Advertising” by Claude C. Hopkins, published in 1923, was an example. Giving an ad a creative spin was revolutionary and made a complete difference to getting noticed.
But creativity should also be matched with substance. Although the agency that I worked in put all the emphasis on the headline, I think that having led the reader into the ad, we better have something relevant to deliver.
“The headline is everything. Nobody reads ads,” said the Creative Director.
Well, in a way, he was right. Nobody read because there was nothing to read. Clickbait, we now call it.
Simplicity is an art
It is easy to be complicated. It is much harder to be simple. Clutter does little to get the message across. So I insist on one, single-minded, message per ad. If you have two messages or ideas, you need two ads.
Clients will usually try to load as much as possible into an ad because ad space is expensive. They rarely understand why we would leave so much blank space in an ad.
A simple, clear, and concise message will go much further than multiple messages in points and pictures all over. Avoid jargon and make sure the message is easy to understand for the target audience.
One of the best advice I received from the Head of Copy was:
“Reduce your copy until it absolutely cannot be reduced anymore. Then reduce it further by a third.”
The power of branding
Building powerful brands is the key aim of a campaign compared to ad hoc ads. Even ad hoc ads should not deviate from the overall strategy. Building brands is having each ad as part of a bigger approach, each reinforcing the key message until the target audience recognises without even having to read the ad.
Consistency is the key. Using the same tone and style, communicate the same message in different but complementary ways. Until the target audience “gets it”. Here’s one of the most classic ad by legendary copywriter, Neil French:
Following a series of print ads for Chivas Regal, this full page in the Singapore Straits Times on 26 June, 1987 (P18) became the stuff of copywriting legends!
THIS IS AN ADVERTISEMENT FOR CHIVAS REGAL.
IF YOU NEED TO SEE THE BOTTLE,
YOU OBVIOUSLY DON’T MOVE IN THE RIGHT SOCIAL CIRCLES.
IF YOU NEED TO TASTE IT,
YOU JUST DON’T HAVE THE EXPERIENCE TO APPRECIATE IT.
IF YOU NEED TO KNOW WHAT IT COSTS,
TURN THE PAGE, YOUNG MAN.
(Full page, no picture or logo. Just a stick of copy in FULL CAPS and underlined.)
Reference: https://eresources.nlb.gov.sg/newspapers/digitised/article/straitstimes19870626-1.2.32.1
Such confidence. Such arrogance. Such is the power of branding.
Selling is the goal
With all the glamour and awards, the fame and fortune, we sometimes forget that the goal of copywriting is to sell. Clients don’t care about how famous we become, or how many awards their campaign won. They just want to know if it worked.
And the only measure of success for an ad is the cash register ringing.
This is often quite the reality check. In the quest to outdo everyone else in creativity, we forget that our role, our duty towards our clients, is to help them make a sale. Unless that happens, we will lose the client.
The importance of ethics
At some point, as writers, we realise we can have immense power and influence. The pen is mightier than the sword. Words matter. To bring in a Chinese saying: 三寸之舌, 强于百万之师
“The 3-inch tongue is more powerful than a million soldiers.”
Ogilvy talked about the importance of honesty and integrity in advertising. Be truthful in your claims and avoid deception at all costs. Once your reputation is damaged, there is no going back. As copywriters, we owe a fiduciary to protect our clients’ reputation, and do not differ from accountants or lawyers. Even if the client wants to go down the slippery slope.
Conclusion
I am indebted to David Oglivy. And to all the pioneers of modern advertising. I wish I was a better copywriter when I held my pen. I thank all those who helped me along the journey — the good, the bad, and the bosses. They have contributed to my being able to write this piece. I thank you.
I hope that this is useful for you. Please leave a comment and let me know how your journey as a writer began.
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