I recently read Confessions of an Advertising Man by David Ogilvy.
Here are his rules on…
How To Build Great Campaigns:
- What you say is more important than how you say it.
- Unless your campaign is built around a great idea, it will flop.
- Give the facts. (The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.)
- You cannot bore people into buying.
- Be well-mannered, but don’t clown. (You should try to charm the consumer into buying.)
- Make your advertising contemporary.
- Committees can criticize advertisements, but they cannot write them.
- If you are lucky enough to write a good advertisement, repeat it until it stops pulling.
- Never write an advertisement which you wouldn’t want your own family to read.
- The image and the brand. (Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.)
- Don’t be a copy-cat.