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Advertising Lesson from David Ogilvy Part 3

We had previously wrote about advertising lessons from The Father of Advertising Mr. David Ogilvy on part 1 and part 2.


If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.

Ant doesn’t talk to elephant using ant’s language. It is very crucial to think from the receiver’s perpective.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

Use the information you have to and begin realizing the ideas.

Never stop testing, and your advertising will never stop improving.

In advertising, there is always room for improvements! Tweak your ideas for better result and don’t be afraid of making mistakes.

Do not … address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

Get personal in the way you communicate.

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