David Ogilvy’s Rules on How To Build Great Campaigns

I recently read Confessions of an Advertising Man by David Ogilvy.

Here are his rules on…

How To Build Great Campaigns:

  1. What you say is more important than how you say it.
  2. Unless your campaign is built around a great idea, it will flop.
  3. 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.)
  4. You cannot bore people into buying.
  5. Be well-mannered, but don’t clown. (You should try to charm the consumer into buying.)
  6. Make your advertising contemporary.
  7. Committees can criticize advertisements, but they cannot write them.
  8. If you are lucky enough to write a good advertisement, repeat it until it stops pulling.
  9. Never write an advertisement which you wouldn’t want your own family to read.
  10. The image and the brand. (Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.)
  11. Don’t be a copy-cat.

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