3 lessons we can learn from ‘Ogilvy On Advertising’
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‘I do not regard advertising as entertainment or an art form, but as a medium of information’ – Ogilvy On Advertising, Pg 7
As the name suggests, Ogilvy on Advertising is a non-fiction guide to advertising and marketing; written by David Ogilvy and published in 1983.
Despite being created in a different decade, and amongst the pre-digital age, the book provides a principled guide to advertising; and still stands the test of time after 30 years.
Before we begin, who is David Olgivy?
Known as the ‘father of advertising,’ David Ogilvy was a marketing tycoon who was born and raised in England in the early 20th century. His career in sales led him to a role in a London-based advertising agency, Mather & Crowther. And, by 1948, he had founded his own agency, Ogilvy.
Having worked on a number of different marketing campaigns over several decades, including Rolls Royce, Dove, and Sears, Ogilvy was, and still is, renowned for his persuasive copywriting and keen eye for detail.
That’s why his book on advertising is still relevant in the year 2024.
Over 20 chapters, Ogilvy offers guidance on all aspects of advertising and marketing, including how to produce copy that sells, how to run an advertising agency, and even ways to build your client base.
How relevant is the book to advertising today?
Of course, the book is over 30 years old – and a lot has changed since then. For one, Ogilvy argues that there could be a renaissance in print advertising, and as we know, the opposite is actually occurring.
In fact, print advertising revenue decreased by 7.7% in 2023, and this decline shows no signs of slowing down.
Furthermore, Ogilvy also makes 13 predictions for the future of advertising at the conclusion of his book. Whilst he never set a time limit on when these predictions will come to fruition, we can surmise that a lot of them have never in fact come true.
“Candidates for political office will stop using dishonest advertising” – Ogilvy On Advertising, pg 217
One such claim Ogilvy makes is that prospective politicians will stop lying in their advertising.
Given the politics we’ve seen over the last decade, such as the Trumpian era, as well as the rise of fake news (around 45% of adults in the UK believe they see fake news every day), we can also conclude that this prediction has sadly never been fulfilled.
But, for the small amount of claims Ogilvy gets wrong, his book is still a solid guide to advertising – even now. Whilst anyone in the industry can take something away from Ogilvy on Advertising, content writers and copywriters alike will especially learn a lot from the book.
On Advertising’s top three lessons
In fact, we’ve noted our top three takeaways/lessons gained from reading Ogilvy On Advertising below…
1. Always do your homework
One of the main themes that emerges from Ogilvy On Advertising is the importance of research. Of course, to be a copywriter or content writer, you need to foster a compelling flair for writing. But, when selling a product or service, you also need to know it inside out and back to front. Otherwise, you won’t be able to identify its benefits and USPs, and therefore, stand out against your competitors and appeal to consumers.
2. Consumer endorsements are more valuable than fluff copy
Another point Ogilvy makes in his book that is still relevant to this day is that consumer endorsements are much more valuable than copy that’s been fluffed to death. Credibility has become an important part of SEO. And, to ensure Google values the content you write on your website, adding customer reviews and testimonials can be a great way to reinforce the efficacy of your products/services.
“Readers find the endorsements of fellow consumers more persuasive than the puffery of anonymous copywriters’ Ogilvy On Advertising, Pg 82
3. When people read your copy, they are alone
You might be writing copy for hundreds, thousands, or even millions of people, but you can’t make it seem that way. Copy needs to be personal so it can evoke the sense of desire the reader needs in order to want the product you’re selling. It’s a lesson that stands out in Ogilvy’s book and has clearly shaped many practices in marketing – including the importance of EEAT signals.
Overall, Ogilvy’s book is still a product of its time. However, there is still a lot we can take away from it. And, it will likely still be relevant in another 30 years from now.
Looking for a way to create compelling content?
At Embryo, we pride ourselves on having a team of writers who are dedicated to researching and providing our clients with the best content possible.
If you’re interested in creating compelling content that gets tangible results, get in touch with us. We’ll consult with you to help you find the best approach to your brand’s marketing.
