‘8 Tips for Producing Advertising That Sells’ – Entrepreneur
Craig Simpson says, “In 1983, advertising legend David Ogilvy wrote about his experiences on a number of famous ad campaigns and commented on different aspects of the business in his book Ogilvy on Advertising. In the book, he gave a rather lengthy list of qualities he believed were essential to creating a successful ad campaign. He called it “How to Produce Advertising That Sells.” Let’s look at just some of the main points made by this master advertising legend, as they’re still on the money today — and apply to any kind of promotion you may be involved in.
1. Do your homework on your product. In order to create advertising that sells, you have to do your research first and then let that guide the way you write about your product. Begin by finding out everything you can about the product itself. What are its features? What are its advantages over its competitors? What are some interesting facts about how it is made or the ingredients that go into it?
Learning all this can help you hit upon the “big idea” around which you will build your ad. It was this kind of research that helped Ogilvy come up with one of the most famous ad headlines of all time:
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.”
He didn’t even write that headline himself. It was an actual line from a company report”.
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