The Best Marketing Advice You’ll Ever Read

Jules Raynes
Content Specialist
Proposition
May 16, 2023

“Advertising is not an art form; it’s a medium for information, a message for a single purpose: to sell.” - David Ogilvy.

Okay…now that he sucked all the fun out of that, let’s get down to business! David Ogilvy is not only a man who gets straight to the point, but he’s also the father of marketing and offers some pretty impressive rules of engagement around advertising.

If you’re involved in marketing in any way, write these down so you can see them, like a daily affirmation of sorts.

So, here we go:

👍 Everyone judges a book by its cover...admit it.📚

“On average, five times as many people read the headline as the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” - David Ogilvy.

Umm, 80 cents out of the dollar? Are you freakin kidding me? But David is probably right on the money with this one. Why is the heading/title the most crucial part of your written advertisement... because it’s going to encourage people to read on or swipe to the next thing; it’s as simple as that.

You have about eight seconds to capture someone’s attention. Are you going to read “The ten most advanced, researched, bullet-proof pieces of marketing advice from David Ogilvy that you have ever read, in your life, on this planet!” No, probably not; the more words you use, the more people want to take a nap.

Instead, do this:

Okay, are we good? Moving on.

👍Positioning is everything

This is about timing. Identify when you should ignite the consumer’s passion/desire for the product you’re selling.

Do this:

👍Have you done your research? 🔬

Researching the target audience is one of the most important parts of advertising. You not only need to identify your audience, but you must understand them, and it’s not an easy task.

Do this:

👍Imagine your customer wants to know every little detail

Initially, this advice was “imagine your customer is a woman, looking for answers”, but we didn’t enjoy that analogy, so we changed it.

Do this:

👍 Deal with one solid idea at a time 💡

You’ve got a minimal amount of time to capture your audience’s attention, don’t spam your customers with a bunch of products or ideas.

Instead, do this:

👍 Results in sales will reveal everything 📈

Everyone loves to be creative, especially in marketing, but don’t focus on new product development all the time.

Do this:

👍 Move away from the technical jargon 👮✋🛑

Use casual/colloquial language when trying to reach your audience. Remember that your target audience may not know a thing about the product you are trying to sell them, so adjust your language to whatever group you’re talking to.

Do this:

David Ogilvy has done all the work for us, and as marketers, or fans of marketing 😉, then we can start to implement this right away and know that his advice is tried and true.

What else is good.

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