Why reinvent the wheel when you have the soundest principles in advertising at your fingertips? Although Ogilvy's book is almost 25 years old, it's jam packed with timely instruction, insight, and examples. Or perhaps because it is 25 years old. Ogilvy quotes colleague Bill Bernbach:
"It is fashionable to talk about changing man. A communicator must be concerned with unchanging man ... The creative man with an insight into human nature, with the artistry to touch and move people will succeed. Without them he will fail."
Ogilvy had insight in spades, practical experience, common sense, a passion for research as well as creativity, and above all, a relentless focus on selling. Pick any few paragraphs at random and all those qualities will shine through. Among the many ideas I found really helpful--
1. Branding means giving your product personality. (For example, the man in the Hathaway shirt wore an eyepatch.)
2. Facts sell better than hype.
3. The principles of direct response apply to all forms of advertising.
4. Creativity is worthless unless it sells.
5. Copywriting is the heart of advertising.
6. Use the brand name in your headline. Otherwise 80% of readers may never see it.
7. Long copy sells.
8. Analogies, big words, and naming the competitor confuse people.
9. Pricing cannot be determined scientifically.
10. Excellent graphic design is simple graphic design.
11. Corporate advertising is worthwhile.
12. Always include a promise in your headline.
13. The era of the blockbuster brand is ending. (Ogivly detected the "Long Tail" 20 years before most of us!)
14. According to Ogivly, "...advertising is no more and no less than a reasonably efficient way to sell."
But this summary doesn't do the book justice. He makes solid points nonstop. Not surprising for a master copywriter and former door-to-door salesman, he writes in plain English. He offers "big picture" reflections on the advertising industry, including an impassioned defense of advertising against charges of hucksterism. He offers detailed tips that are just as important, mainly on print advertising, direct response, and dealing with clients.
Educational, authoritative, fun to read. A+
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Reviews with images
One of the best advertising books!
This book is amazing! Not only does Ogilvy write in a very clear and straightforward manner, but he has examples of everything he advises you to do. There are dozens of excellent examples from throughout his career and I'm so grateful. He even includes plenty of ads that he doesn't like and explains why.Other authors expect you to figure out how to implement their advice. Not only does Ogilvy have the best advice but he shows you exact examples of it. Exceptional!
Top reviews from the United States
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Reviewed in the United States on February 11, 2007
Reviewed in the United States on October 17, 2022
This book is amazing! Not only does Ogilvy write in a very clear and straightforward manner, but he has examples of everything he advises you to do. There are dozens of excellent examples from throughout his career and I'm so grateful. He even includes plenty of ads that he doesn't like and explains why.
Other authors expect you to figure out how to implement their advice. Not only does Ogilvy have the best advice but he shows you exact examples of it. Exceptional!
Other authors expect you to figure out how to implement their advice. Not only does Ogilvy have the best advice but he shows you exact examples of it. Exceptional!
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Reviewed in the United States on April 11, 2024
Reviewed in the United States on February 24, 2016
Reviewed in the United States on October 21, 2018
Top reviews from other countries
Michel Garcia
Un clásico de la publicidad
Reviewed in Mexico on February 26, 2024
Michel Garcia
Reviewed in Mexico on February 26, 2024
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Marcelo Sanches
Qualidade impecável e muuuuuuuito conhecimento embutido.
Reviewed in Brazil on May 15, 2020