How to create advertising that sells
Posted on 21. Oct, 2010 by Jonathan Cherry in Advertising
The rules of the game?
David Ogilvy wrote ‘the rules’, but are they still relevant today? Were they ever relevant?
Couple of interesting points here that perhaps modern advertising has forgotten:
Point 2: The product must deliver the benefit that you promise. [Very good point. Benefit? What benefit? We're just doing this sh*t for the money]
Point 7: Start trends instead of following them. Advertising that follows a fashionable trend, or is imitative, is seldom successful. It pays to innovate, to blaze new trails. [That would mean taking a risk. And we all know how frightening that can be]
Point 8: Be suspicious of awards. The pursuit of creative awards seduces people from the pursuit of sales. [How easily the 'industry' seems to have forgotten this one.]
Hmmm – maybe ol’ David Ogilvy wasn’t such an out-of-touch geezer afterall. He may just have had a few pearls of wisdom that got lost somewhere down the line.
3 Responses to “How to create advertising that sells”
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Copyman
21. Oct, 2010
“Where.” “Were.” They’re interchangeable, right?
Right?!
Courtney
22. Oct, 2010
Amazing how a few these points just become habit, while some of the most basic (benefits) are so easily forgotten.
Tekstforfatter
07. Feb, 2011
Uh, I really always loved this add. It certainly proves, that looong messages sell.