How to Create Advertising that Sells Review Part 3
David Ogilvy’s classic How to Create Advertising That Sells Review Part 3 looks at rules eighteen through twenty-seven. It starts with the maxims about TV ads and moving to the maxims of ads in print. The advertising medium isn’t necessarily what’s important here. These maxims pay big and offer a proven history. Get the most out of each advertising dollar. Apply these maxims, regardless of the chosen medium.
Rule 18: Music
Even though, according to Ogilvy, most won’t believe this, music behind the ad in commercials decreases the consumer’s ability to remember ads. Not good, right?
Rule 19: Standups
Stand-up Pitches work if “delivered” with honesty says Ogilvy.
Rule 20: Sore Thumb
The average viewer watches more than 20,000 commercials in a year. Desperate times call for desperate measures! Ogilvy says brand it and make it one of a kind. A symbol (like imperial’s crown) or even a mnemonic device can be used.
Rule 21: Animate?
Cartoons really sell to children. Children don’t hold the power of the pocketbook however. It’s critical to know the audience. Cartoons and animation doesn’t turn over to customers when adults are the target. Grown-ups can’t “identify” with animation. This makes it less persuasive.
Rule 22: Save it!
Find out WHY an ad didn’t work. Then, repair it. Once fixed, it’s ready to go to work for real!
Rule 23: Factual vs. Emotional
In the big scheme of things, commercials which offer facts about the product or service will rank as more effective than ones using emotions. Ogilvy’s example was Maxwell House Coffee. It was very emotional and a huge success. It goes both ways, but stats say go with the facts.
Rule 24: Attention Grabbers
Commercials which open with a fast, grab the attention of viewers, and tend to hold their attention significantly better to the end than the quiet-start commercials.
What Works Best in Print…
As part of this How to Create Advertising that Sells Review Part 2, we’ll move to print advertising. We’ll look at what works and what does not.
Rule 25: 80/20
What’s 80/20? Sadly, only twenty percent of viewers will go past headlines in order to reach the content. Since eighty percent DO read the headlines, the sale takes place in the headline! There’s a conversion rate which is 5 times greater than not creating a dynamic headline. Ogilvy always used his company name and gave promise in the headline.
Rule 26: Benefits
Headlines giving a solid benefit get more sales over those that do not. Human nature makes anyone want to find out what’s in it for them! This is one of the strongest maxims in this How to Create Advertising that Sells Review Part 3 to be found.
Rule 27: News
People are curious about new products or service. They want to know which products have been changed or improved, giving reason to read on. The stats say headlines that tell sell.
Review in Summary
That completes this next part of David Ogilvy’s How to Create Advertising that Sells Review, part 3 of 4. Television and print are obviously very different advertising mediums. However, there is much to learn and apply from both arenas… Remember: Say ‘No’ to background music. Stand-ups work. Stand above the crowd. Fix whatever isn’t converting and try it again. Facts sell more than emotion. Grab the viewer’s attention right out the door. Power is in the headline… don’t mess it up! Show the consumer “what is in it for them”… give the biggest, strongest benefit inside the headline. Finally, share newsy points about what’s being sold will work extremely well.
Part four of How to Create Advertising that Sells Review will conclude more million-dollar truths by Ogilvy and show what works and what doesn’t. If viewer’s attention isn’t grabbed or demanded, the sale is lost! Part 4 promises to end with a bang, so keep looking.