How to Create Advertising That Sells

Dear Full-Stack Marketer,

In the 1960s, David Ogilvy published a set of principles that revolutionized how we think about advertising. Today, the channels have changed—social media, search engines, and AI-driven platforms now dominate—but the essence of Ogilvy’s advice still resonates. Below are 10 Ogilvy-inspired principles for modern marketers, complete with real-world examples and personal insights to spark your creativity.

What it means now:
Today’s consumers have unprecedented access to information. They can fact-check your claims with a single tap. Treat them like savvy decision-makers. Demonstrate empathy and respect in every message. In a world of short attention spans, a respectful tone wins trust.

Example

• Camera Ads: Instead of dumbing down technical specs (e.g., megapixels, aperture), explain them in plain English (or whatever language you need). Show how each feature benefits the user (sharper photos in low light, faster autofocus for action shots) without patronizing them.

✍️ Action step:
Use clear, honest copy. Highlight real benefits, and avoid hype that readers can see through in seconds.

What it means now:
We live in a scrolling culture. If your message doesn’t spark an immediate reaction, your ad gets lost in an endless feed. A “big idea” gives your audience something to remember, talk about, and share.

Example

• Nike’s “Just Do It”: is the classic big idea. It resonates with athletes and everyday people striving to be better. A small local gym might adopt “Where Neighbors Become Teammates” as a unifying idea, emphasizing community and accountability in fitness.

✍️ Action step:
Brainstorm at least three “hook” angles before creating an ad or piece of content. Choose the one that best captures both the essence of your product and the emotional trigger for your audience.

What it means now:
Headlines aren’t just for print ads anymore. They’re email subject lines, social media hooks, blog titles, and even push notifications on mobile apps. Your headline is often the deciding factor between a click and a scroll.

Example

• Email Marketing: Instead of “Our New Summer Collection,” try “Steal the Spotlight This Summer—Our Hottest Collection Yet.” A/B test both headlines and track open rates to see which resonates more.

✍️ Action step:
Test multiple headlines using A/B testing on social platforms or email subject lines. Pay attention to open rates, click-through rates, and how often people share your content.

What it means now:
Consumers crave authenticity. Corporate jargon and buzzwords put up barriers. Conversational language fosters trust and makes your brand feel approachable, especially important on social media, where authenticity reigns supreme.

Example

• Social Media Posts: Instead of “Experience unparalleled results with our revolutionary formula,” try “Want clearer skin in a week? Our new serum’s got you covered: no harsh chemicals, no BS.”

✍️ Action step:
Read your copy out loud. If it doesn’t sound like something you’d say to a friend, rewrite it until it does.

What it means now:
Words matter, but visuals often seal the deal. Modern consumers want to see how a product or service works, through video demos, customer stories, or interactive experiences.

Example

• Before-and-After Videos: If you’re marketing a skincare line, show real people using your product over a few weeks. Track changes in their complexion or confidence. This proof is more persuasive than any claim alone.

✍️ Action step:
For every claim you make, back it up with proof. Customer testimonials, product demos, and before-and-after visuals build credibility.

What it means now:
From Facebook Audience Insights to Google Analytics, data is everywhere. But data is only powerful if you act on it. Use it to understand your audience’s behaviors, preferences, and pain points, then refine your campaigns accordingly.

Example

• Social Listening: Monitor mentions of your brand or industry keywords on Twitter, Reddit, or TikTok. See what people really think, then craft ads that address those concerns or questions directly.

✍️ Action step:
Identify one or two key metrics for each campaign, like conversion rate or cost per lead. Use these metrics to evaluate what’s working and refine your approach.

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What it means now:
With countless brands competing for attention, your unique position in the market should be obvious. A vague or confusing message wastes your marketing dollars and potential brand advocates.

Example

• Organic Pet Food: If your main differentiator is “100% Human-Grade Ingredients,” put that front and center. Don’t bury it in the fine print. Make sure every ad, social post, and package label underscores this unique promise.

✍️ Action step:
Craft a one-sentence brand statement that includes (1) who you help, (2) what you help them do, and (3) how you do it uniquely. This statement should guide every ad.

What it means now:
Eye-catching visuals can drive engagement, but they need to serve the message. Don’t choose a quirky image just to be trendy, ensure it underscores your brand’s story and resonates with your target audience.

Example

• Fitness Apparel: Instead of generic stock photos, show real customers working out in your gear. Capture the sweat, the effort, the satisfaction. Authentic imagery feels relatable and drives higher engagement.

✍️ Action step:
Test different types of visuals (product photos, lifestyle shots, infographics). Track which ones lead to higher conversions or shares.

What it means now:
Even the most persuasive copy and stunning visuals won’t drive results if your call to action is buried or vague. Be direct and guide the user toward the next step. You’ll lose potential customers who don’t know what to do next.

Example

• E-commerce Button Copy: Instead of “Submit,” try “Get My Free Sample Now.” Instead of “Sign Up,” try “Start Your 30-Day Free Trial.” Clarity + urgency = higher conversions.

✍️ Action step:
Use buttons or links with clear, benefit-driven language (e.g., “Get Your Free Sample” vs. “Submit”). Ensure it stands out visually.

What it means now:
The beauty of digital marketing is that nothing is ever truly final. You can run quick tests, gather real-time feedback, and optimize on the fly.

Example

• Landing Page Variations: Test different headlines, layouts, or images for the same product. Track metrics like bounce rate, time on page, and conversion rate. Small tweaks can lead to big wins.

✍️ Action step:
Adopt a “test first” mindset. Whether it’s email subject lines, ad copy, or landing pages, run small experiments to gather data. Scale up what works, discard what doesn’t.

David Ogilvy built his legacy on timeless truths about human psychology and persuasive communication. While the platforms and tactics have evolved, these foundational principles remain the bedrock of effective advertising. By blending Ogilvy’s wisdom with modern tools (A/B testing, social media analytics, and real-time feedback) you can create campaigns that resonate, persuade, and, ultimately, sell.

1. Respect your audience.

2. Start with a big idea.

3. Use captivating headlines.

4. Be conversational.

5. Show the proof.

6. Do your research.

7. Position yourself clearly.

8. Choose images wisely.

9. Highlight the next step (CTA).

10. Test everything—and never stop.

Remember: Good advertising starts with understanding your customer, continues with a compelling idea, and ends with a measurable action. Everything else is noise.

As Ogilvy might say if he were alive in 2025: “Creativity means nothing if it doesn’t convert.”

With love,
Eugenia Gallo