David Ogilvy was known for saying he was not a good copywriter. But he clearly understood the elements of how to communicate and get results. He promoted the concept of writing naturally, not using pretentious words, or relying on clever cliches to make the easy sell to clients. His idea #4 is about “Big Ideas”, not small ones. Read on:
“#4. Big Ideas: Unless our advertising is built on a BIG IDEA it will pass like a ship in the night. It takes a BIG IDEA to jolt the consumer out of his indifference – to make him notice your advertising, remember it and take action. Big ideas are usually simple ideas… BIG SIMPLE IDEAS are not easy to come by.”
The Takeaway: Nothing could be clearer than Ogilvy’s own words, but if you have found these few tidbits we have shared have piqued your interest in learning more, you can read the full article of all 38 “tips” from David Ogilvy at: http://smartonlinesuccess.com/david-ogilvy-advertising-tips/
For more good reading, I recommend the following books by David Ogilvy: Ogilvy on advertising and Confessions of an Advertising Man.