How can you increase sales through advertising? Here are 17 secrets from David Ogilvy, the founder of the renowned advertising agency Ogilvy & Mather. This article translates his insights and provides valuable information for both advertising experts and those interested in marketing. Read on and apply these strategies to your advertising efforts!
1. The Importance of Positioning
The success of an advertisement depends on its positioning. Take Dove soap, for example. The campaign results vary greatly depending on whether it’s positioned as a product for dry skin or a product that cleans hands well. Therefore, it’s crucial to decide on the positioning of your product before creating an advertisement. Use industry research to set accurate positioning.
2. Promise the Customer
What can the customer gain from the advertisement? You need to promise a unique and competitive benefit. Instead of just introducing the product, clearly present the specific benefits the customer will gain. For example, a particular shampoo might promise to strengthen hair.
3. Build a Consistent Brand Image
Every advertisement should positively impact the brand image. Infuse the advertisement with the brand’s distinct personality. Products without a consistent image tend to fall behind in the market.
4. Be Human, Not Boring
Most advertisements are cold and boring. Communicate with the audience through a human approach. Use humor or friendly stories to capture the viewer’s interest.
5. Innovation is Key
Create innovative advertisements rather than following trends. Ads with unique ideas always attract attention. However, it’s wise to test innovative ads on a small group of people before launching.
6. Set a Persona
It’s not enough to rely solely on demographic information. Identifying psychological segments is important. For example, Mercedes-Benz advertisements target ‘non-conformists who mock the snobbish.’ Set a clear target audience.
7. Use Testimonials
Include testimonials from trusted individuals in your ads. Both celebrities and regular people can be effective. However, avoid celebrities unrelated to the product.
8. Show the Problem-Solving Process
Identify a problem that consumers can relate to and show how your product solves it. This method consistently achieves above-average sales results.
9. Show, Don’t Tell
Let the pictures tell the story. Visual elements are more important than words. Many ads overwhelm viewers with words. We can create excellent ads without saying a word.
10. Avoid Background Music
Most ads use background music. However, background music usually decreases recall of the advertisement. Did Steve Jobs use background music during his presentations?
11. Avoid Animation
Animation is less persuasive than ads featuring people. Consumers cannot identify with cartoon characters. Cartoons do not inspire trust.
12. An Engaging Opening
Ads with an engaging opening capture more viewer interest than those that start quietly. A strong start is essential.
13. Attractive Headlines
Five times more people read the headline than the body text. A dull headline wastes 80% of your ad budget. Include the brand name and a promise in the headline, and make it clear.
14. The Power of Storytelling
We’ve seen great results from using photos that suggest a story. Viewers look at the photo and wonder, “What’s happening?” before reading the copy to find out. Incorporate lots of story into the pictures.
15. Before and After Images
Before and after ads are effective. Visually contrasting images always help. Show clear contrasts.
16. Photos Over Illustrations
We’ve found that photos are more effective than illustrations. Photos attract more readers, stimulate more appetite, are more believable, better remembered, generate more coupons, and sell more products. Use photos actively.
17. The Importance of Captions
Twice as many people read captions as read the body text. You should never use a photo without a caption, and each caption should be a miniature ad for the product containing the brand name and promise.
Conclusion
Now you can create ads that boost sales using Ogilvy’s secrets. These 17 tips will help you create more effective ads and maximize sales. Best of luck with your success!
References: swiped.co, “How to create advertising that sells”