David Ogilvy is said to be the king of advertising and one of the greatest ad men ever. His work is iconic and has influenced people from all over the world. According to (Ogilvy.com, 2016) the Ogilvy and Mather agency was founded. Ogilvy focused on a number of factors when it came to advertising however the one that really stood out for me was how much importance he placed on the headline of an advertisement. According to (Gauther, 2016) Ogilvy stated, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
After reading a few of Ogilvy’s famous headlines I noticed that he connects with the audience without making the headlines tricky or confusing. They are simple yet capture the audience’s attention. He almost speaks to your personally instead of a room full of people. What inspired me were his simple yet bold headlining statements even though each of them differed according to the audience. I often like to keep my writing simple, to not try and be tricky or confusing but to grab the readers’ attention and hold it till the end. His copy is sharply defined when it comes to the clients’ personality. He uses that personality and turns it into something wonderful. They way Ogilvy writes inspired to try and speak the language of my intended audience, to completely get down to their level and give them exactly what they want. The way he uses the clients’ story or background and incorporates it with audience is something I aim to achieve in my writing. His main aim or belief in advertising was to sell the products. His copy was designed solely for this purpose. Ogilvy was able to “sell ice to an eskimo”. In this way I aim to be the same, I want to be able to speak to people of all kinds and all places.
According to (Ogilvy.com, 2016) one of Ogilvy’s main influences included George Gallup’s Audience Research Institute in New Jersey. He cited that Gallup was one of the core influences on his thinking, emphasizing meticulous research methods and adherence to reality. From there he went on to be one one of the greatest copywriters in the world.
One of my favourite quotes from David Ogilvy: