How to create advertising that sells
“Ogilvy & Mather has created over $1,480,000,000 worth of advertising. Here, with all the dogmatism of brevity are 38 of the things we have learned.”
By David Ogilvy
1. The most important decision
We have learned that the effect of your advertising on your sales depends more on this decision than on any other: how should you position your product?
Should you position Schweppes as a soft drink – or as a mixer?
Should you position Dove as a product for dry skin or as a product which gets hands really clean?
The results of your campaign depend less on how we write your advertising than how your product is positioned. It follows that positioning should be decided before the advertising is created.
Research can help. Look before you leap.