David Ogilvy- Direct Response Marketing Legend
Wrote an ad with the best headline in the world
When this ad was published in 1958...
It created an 18-month waiting list of new car orders!
Rolls Royce asked Ogilvy to pull the ad. They couldn't keep up
See why this ad worked👇
Wrote an ad with the best headline in the world
When this ad was published in 1958...
It created an 18-month waiting list of new car orders!
Rolls Royce asked Ogilvy to pull the ad. They couldn't keep up
See why this ad worked👇
1. Ogilvy’s headline shows expertise
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the Electric Clock”
You see...
No matter how good you are at writing…
Or how much you think you understand human psychology
You can't get it right without research
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the Electric Clock”
You see...
No matter how good you are at writing…
Or how much you think you understand human psychology
You can't get it right without research
“If you don't do the right amount of research before you write…
Your copy won't convert
Your copy won't convert
When you read Ogilvy’s headline…
One thing becomes obvious.
Cars were not as quiet in the 1950s.
If they were…
Ford won't run a multi-million dollar campaign saying their cars were quieter. 🤭
One thing becomes obvious.
Cars were not as quiet in the 1950s.
If they were…
Ford won't run a multi-million dollar campaign saying their cars were quieter. 🤭
While researching for your copy...
Note the situation of things in the market.
What's common with every product?
Is there anything in your product that makes it stand out?
Any angle no one has explored?
Don't just research because ‘everyone says you should’. Be intentional.
Note the situation of things in the market.
What's common with every product?
Is there anything in your product that makes it stand out?
Any angle no one has explored?
Don't just research because ‘everyone says you should’. Be intentional.
2. Ogilvy put his best forward.
He did it with his subheadline.
He said “Rolls Royce is the best car in the world because they pay attention to detail.”
This could have been the headline.
But...
It brought in different results as a subheadline.
He did it with his subheadline.
He said “Rolls Royce is the best car in the world because they pay attention to detail.”
This could have been the headline.
But...
It brought in different results as a subheadline.
2 things happened here
▪️The subheadline made people look back at the headline and note the attention to detail there
▪️The subheadline set the scene for the rest of the copy.
Because as you're about to see…
The rest of the copy went deep into the makings of the Rolls Royce.
▪️The subheadline made people look back at the headline and note the attention to detail there
▪️The subheadline set the scene for the rest of the copy.
Because as you're about to see…
The rest of the copy went deep into the makings of the Rolls Royce.
3. Ogilvy began with authority…
Now…
Anyone could have said what he wrote in the headline…
Even if it wasn't true.
It could be fiction.
But…
He cleared that doubt in the first sentence of the copy.
By saying it was the words of a renowned technical editor.
Now…
Anyone could have said what he wrote in the headline…
Even if it wasn't true.
It could be fiction.
But…
He cleared that doubt in the first sentence of the copy.
By saying it was the words of a renowned technical editor.
If you make any statement in your copy…
Back it up with proof. It makes you more legit.
Back it up with proof. It makes you more legit.
4. Ogilvy created desire and handled objections
You may not have noticed…
But...
This ad followed the AIDA formula.
Attention - Interest - Desire - Action
After getting attention with the headlines…
You may not have noticed…
But...
This ad followed the AIDA formula.
Attention - Interest - Desire - Action
After getting attention with the headlines…
Ogilvy hit them with specifics and a guarantee in the 2nd paragraph to pique their interest
“It has been test driven for hundred thousand miles on various roads...”
So people are sure it would work well for them anywhere.
This is great!
But what happens next seals the deal.
“It has been test driven for hundred thousand miles on various roads...”
So people are sure it would work well for them anywhere.
This is great!
But what happens next seals the deal.
Ogilvy makes people thirst for the car by showing how it differs from other cars.
▪️Owner driven
▪️Shorter
▪️Power steering
▪️Power brakes
▪️Automatic gear shift
He didn't stop there.
He showed the benefits of these new features.
“Easy to drive & park. No chauffeur needed”
▪️Owner driven
▪️Shorter
▪️Power steering
▪️Power brakes
▪️Automatic gear shift
He didn't stop there.
He showed the benefits of these new features.
“Easy to drive & park. No chauffeur needed”
Once again…
You'll realize that in the 1950s...
It was harder to park cars and many people had chauffeurs they didn't want.
In one paragraph…
Ogilvy cleared those objections.
You'll realize that in the 1950s...
It was harder to park cars and many people had chauffeurs they didn't want.
In one paragraph…
Ogilvy cleared those objections.
5. He had a big guarantee
Ogilvy promised 3 years of bliss…
And swift service to all customers.
He provided added assurance with the guarantee by saying -
They have a network of dealers to make it possible.
Ogilvy promised 3 years of bliss…
And swift service to all customers.
He provided added assurance with the guarantee by saying -
They have a network of dealers to make it possible.
Adding a guarantee to your copy removes the risk.
People now believe that even if anything happens…
They can always come back to you…
As long as they're within the period stated in the guarantee.
People now believe that even if anything happens…
They can always come back to you…
As long as they're within the period stated in the guarantee.
6. Keep what works
One can assume that Rolls Royce radiators were superb in the 50s…
And so…
Ogilvy mentioned that this car used the same radiator.
At this point…
Former Rolls Royce owners were ready to buy!
One can assume that Rolls Royce radiators were superb in the 50s…
And so…
Ogilvy mentioned that this car used the same radiator.
At this point…
Former Rolls Royce owners were ready to buy!
If your audience loves something…
Don't take it away from them just because you want them to fall in love with something else.
Integrate this thing they love into your new product and sell it.
Don't take it away from them just because you want them to fall in love with something else.
Integrate this thing they love into your new product and sell it.
7. “Show. Don't just tell…”
Remember in the 2nd paragraph…
Ogilvy said they tested the car on various road conditions.
Well…
In the 9th paragraph…
He shows the readers how they can use their own cars on any type of road.
Remember in the 2nd paragraph…
Ogilvy said they tested the car on various road conditions.
Well…
In the 9th paragraph…
He shows the readers how they can use their own cars on any type of road.
Once again…
People want details!
Don't just tell them what you did.
Show them how they can do it…
So they can picture themselves using your product and doing that thing.
People want details!
Don't just tell them what you did.
Show them how they can do it…
So they can picture themselves using your product and doing that thing.
8. Ogilvy painted a picture
The benefits of having the Rolls Royce continued until paragraph 11.
He mentioned how you can enjoy a picnic in your car…
How the car is already set up to provide you with any kind of enjoyment you want.
Well… Who wouldn't like that?
The benefits of having the Rolls Royce continued until paragraph 11.
He mentioned how you can enjoy a picnic in your car…
How the car is already set up to provide you with any kind of enjoyment you want.
Well… Who wouldn't like that?
Your copy is meant to take your customers on an experience…
To help them paint pictures in their heads as they read through…
To imagine their lives using your product.
Do that…
And you'll convert those readers to customers in minutes!
To help them paint pictures in their heads as they read through…
To imagine their lives using your product.
Do that…
And you'll convert those readers to customers in minutes!
9. Ogilvy made the customers feel safe
What's one thing people fear when traveling with any vehicle?
Accidents
In paragraph 12…
Ogilvy made it clear that the Rolls Royce is safe…
And lively.
This means you don't have to endure a slow car just because you don't want to die
What's one thing people fear when traveling with any vehicle?
Accidents
In paragraph 12…
Ogilvy made it clear that the Rolls Royce is safe…
And lively.
This means you don't have to endure a slow car just because you don't want to die
In your copy…
Answer all the objections.
All of it!
Even the tiniest ones that the readers haven't thought of.
And show that your readers will still get the dream life by using your product.
Answer all the objections.
All of it!
Even the tiniest ones that the readers haven't thought of.
And show that your readers will still get the dream life by using your product.
10. Ogilvy pushed people away
Just before he asked for the price…
Ogilvy did something I talk about more in Copy Limbo…
He pushed.
“Bently is made by Rolls Royce… But only the radiators are different. You can go for that if you want.”
Just before he asked for the price…
Ogilvy did something I talk about more in Copy Limbo…
He pushed.
“Bently is made by Rolls Royce… But only the radiators are different. You can go for that if you want.”
People reading will be like…
“What?! Eew... Why would I want a Bently radiator?”
Do you know why?
Because earlier in the copy…
He already hinted that the Rolls Royce radiator was one of a kind.
“What?! Eew... Why would I want a Bently radiator?”
Do you know why?
Because earlier in the copy…
He already hinted that the Rolls Royce radiator was one of a kind.
When you push people away…
They draw closer to you.
They become more interested.
When you force them to buy your product…
They run away.
They draw closer to you.
They become more interested.
When you force them to buy your product…
They run away.
11. Ogilvy finished this ad with his CTA...
Inviting them to a rewarding experience...
Not inviting them to buy a car.
And for $13,995 (about $100-150k today)
People queued up for the car…
Until Rolls Royce got tired.
Inviting them to a rewarding experience...
Not inviting them to buy a car.
And for $13,995 (about $100-150k today)
People queued up for the car…
Until Rolls Royce got tired.
You see…
I mentioned in the first part of the Ogilvy series that…
The headline is the most important part of your copy.
This is because it gets people to read the body
If you haven't seen the first part…
It's right here.
But finish this one first
I mentioned in the first part of the Ogilvy series that…
The headline is the most important part of your copy.
This is because it gets people to read the body
If you haven't seen the first part…
It's right here.
https://twitter.com/jakevictor_/status/1447632923918798851
But finish this one first
The only place the electric clock appeared in Ogilvy’s copy...
Was in the headline.
Because that was not the big idea.
The big idea was in the subheadline...
“Rolls Royce pays attention to the details.”
And Ogilvy shows proof of this till the end of the copy.
Was in the headline.
Because that was not the big idea.
The big idea was in the subheadline...
“Rolls Royce pays attention to the details.”
And Ogilvy shows proof of this till the end of the copy.
That's all for the breakdown…
Ogilvy wrote more than 100 potential headlines for this ad.
Cut it down to 26…
And picked this 18-word headline…
That made hundreds of people interested in buying a Rolls Royce.
Ogilvy wrote more than 100 potential headlines for this ad.
Cut it down to 26…
And picked this 18-word headline…
That made hundreds of people interested in buying a Rolls Royce.
But this is not the end of Ogilvy.
In 1982, he taught his agency employees how to write.
And with only 10 tips...
They cranked out super successful copy for their clients.
Want to know these tips and how you can use them?
Vote YES by Retweeting the first tweet of this thread
In 1982, he taught his agency employees how to write.
And with only 10 tips...
They cranked out super successful copy for their clients.
Want to know these tips and how you can use them?
Vote YES by Retweeting the first tweet of this thread
And…
I promise not to cry if you follow me 😭 @jakevictor_
Turn on the 🔔 too.
If the first tweet gets enough votes (retweets)...
You'll see the third part of the Ogilvy thread series.
Vote here 👇
I promise not to cry if you follow me 😭 @jakevictor_
Turn on the 🔔 too.
If the first tweet gets enough votes (retweets)...
You'll see the third part of the Ogilvy thread series.
Vote here 👇
https://twitter.com/jakevictor_/status/1448334576384872455
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