David Ogilvy’s Guide To Writing Ads Explained Part 3

Ogilvy’s 3rd rule of ads is called Brand Image. As soon as we read that, we’re thinking images, graphics, photos, logos, etc.

But take a look at the average one person business and you’ll find a distinct lack of any branding at all. Yes, there may be a logo, and yes there may be an image or two, but are they tied into one single brand hugging message? – think Apple, Amazon or Google.

Look at everything these global brands do. Read their messages. Check out their ads. Go through their websites in detail. Figure out their overarching theme – their taglines, logo, voice. Then look at Wikipedia’s list of topĀ  companies by revenue (https://en.wikipedia.org/wiki/List_of_largest_companies_by_revenue) and check out some of those (it starts with Walmart).

What do they do? Whatever it is, it seems to be working.

Now go back to the mom and pop shops and businesses. What are they missing? What could they be doing that could lift them above the mundane?

We’re the copywriters. We write words that sell. We know we’re in the right business because everything on the planet revolves around words (nothing was ever sold without one word or another being said, written, or photographed).

This is our edge, our USP – and no one can ever take it away from us. Go out there and start helping those businesses who need you. They will thank you for it.

Continue with part 4 below. It’s the biggest one by far. Meanwhile let me know in the comments if you helped a business achieve their dreams (however small or large the business or the dream was).



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