How to create advertising that sells
by: David Ogilvy
Ogilvy & Mather has created over $1,480,000,000 worth of advertising, and
spent $4,900,000 tracking the results. Here, with all the dogmatism of brevity,
are 38 of the things we have learned.
奥美(Ogilvy&Mather)创造了超过 1480，000，000$价值的广告，并花费了 49，000，
000美元跟踪结果。 在这里，有了所有简洁的教条主义，我们学到了 38件事。
1.) The most important decision.
We have learned that the effect of your advertising on your sales depends more
on this decision than on any other: How should you position your product?
Should you position SCHWEPPES as a soft drink or as a mixer? Should you
position DOVE as a product for dry skin or as a product which gets hands really
clean? The results of your campaign depend less on how we write your
advertising than on how your product is positioned. It follows that positioning
should be decided before the advertising is created. Research can help. Look
before you leap.
我们了解到，你的广告对你的销售的影响更多地取决于这个决定，而不是任何其他
决定：你应该如何定位你的产品？
你应该把 SCHWEPPES定位为软饮料还是搅拌机？ 你应该把 DOVE定位为干燥
皮肤的产品，还是把 DOVE定位为真正清洁双手的产品？ 你竞选的结果对你的影
响不大 关于我们如何写你的广告，而不是你的产品是如何定位的。 因此，定位应
该在广告创建之前决定。 研究有帮助。 三思而后行。
2.) Large promise.
The second most important decision is this: what should you promise the
customer? A promise is nota claim, or a theme, or a slogan. It is a benefit for the
consumer:
It pays to promise a benefit which is unique and competitive. And the product
must deliver the benefit you promise.
Most advertising promises nothing. It is doomed to fail in the marketplace,
“Promise, large promise, is the soul of an advertisement”-said Samuel Johnson.
第二个最重要的决定是：你应该向客户承诺什么？ 承诺不是一种主张，或一种主题，
或一种口号。 是对消费者的好处。
承诺一种独特和有竞争力的利益是值得的。 产品必须提供你承诺的好处。
大多数广告都没有承诺。 它注定要在市场上失败，“承诺，大承诺，是广告的灵魂”
塞缪尔·约翰逊说。
3.) Brand image.
Every advertisement should contribute to the complex symbol which is the brand
image. Ninety-five percent of all advertising is created ad hoc, Most products lack
any consistent image from one year to another.
The manufacturer who dedicates his advertising to building the most sharply
defined personality for his brand gets the largest share of the market.
每个广告都应该为品牌形象这一复杂的符号做出贡献。 95%的广告都是临时制作
的，大多数产品都缺乏一年来的一致形象，没有另一个。
致力于为他的品牌塑造最明确的个性的制造商获得了最大的市场份额。
4.) Big ideas.
Unless your 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, Said Charles Kettering, the great General
Motors inventor: “This problem, when solved, will be simple.” BIG SIMPLE IDEAS
are not easy to come by. They require genius-and midnight oil. A truly big one can
be continued for twenty years-like our Eyepatch for Hathaway shirts.
除非你的广告是建立在一个大的 IDEA，它将像一艘船在夜间通过。需要一个大的
IDEA才能使消费者摆脱他的冷漠，让他注意到你的广告，记住它并采取行动。
伟大的通用汽车公司的发明者查尔斯·凯特林(Charles Kettering)说：“这个问题一旦
解决，就会很简单。他们需要天才美国和午夜石油。一个真正大的可以持续二十年，
就像我们的海瑟薇衬衫眼罩。
5.) A first-class ticket.
It pays to give most products an image of quality a first-class ticket.
Ogilvy & Mather has been conspicuously successful in doing this-for Pepperidge,
Hathaway, Mercedes-Benz, Schweppes, Dove and others,
If your advertising looks ugly, consumers will conclude that your product is shoddy,
and they will be less likely to buy it.
给大多数产品以质量的形象是一张一流的票是值得的。
奥美公司(Ogilvy&Mather)在为 Pepperidge、Hathaway、梅赛德斯-奔驰、
Schweppes、Dove等人做这件事方面取得了显著成功，
如果你的广告看起来很丑，消费者会得出结论，你的产品是劣质的，他们就不太可
能买它。
6.) Don’t be a bore.
Nobody was ever bored into buying a product. Yet most advertising is impersonal,
detached, cold and dull.
It pays to involve the customer.
Talk to her like a human being Charm her. Make her hungry. Gether to participate.
没有人厌倦购买产品。 然而，大多数广告都是客观的、超然的、冷酷的和沉闷的。
让顾客参与是值得的。
和她说话就像一个人魅力她。 让她饿了。 吉瑟参加。
7.) Innovate.
Start trends-instead of following them. Advertising which follows a fashionable fad,
or is imitative, is seldom successful. It pays to innovate, to blaze new trails.
But innovation is risky unless you pretest your innovation with consumers. Look
before you leap.
开始趋势-而不是跟随它们。 遵循时尚潮流或模仿潮流的广告很少成功。 创新，开
拓创新是值得的。
但创新是有风险的，除非你预先测试你的创新与消费者。 三思而后行。
8.) Be suspicious of awards.
The pursuit of creative awards seduces creative people from the pursuit of sales.
We have been unable to establish any correlation whatever between awards and
sales.
At Ogilvy & Mather we now give an annual award for the campaign which
contributes the most to sales.
Successful advertising sells the product without drawing attention to itself. It rivets
the consumer’s attention on the product.
Make the product the hero of your advertising.
追求创意奖，从追求销售中诱惑创意人。
我们一直无法确定奖励和销售之间的任何相关性。
在奥美和马瑟，我们现在为这场运动颁发年度奖，这对销售贡献最大。
成功的广告销售产品而不引起人们的注意。 它吸引了消费者对产品的注意力。
让产品成为你广告的英雄。
9.) Psychological segmentation.
Any good agency knows how to position products for demographic segments of
the market for men, for young children, for farmers in the South, etc.
But Ogilvy & Mather has learned that it often pays to position products
for psychological segments of the market.
Our Mercedes-Benz advertising is positioned to fit nonconformists who scoff at
“status symbols” and reject flimflam appeals to snobbery.
任何好的机构都知道如何为男性、幼儿、南方农民等市场的人口细分市场定位产品。
但奥美(Ogilvy&Mather)了解到，为市场的心理细分市场定位产品往往是值得的。
我们的梅赛德斯-奔驰广告定位于适合那些嘲笑“身份符号”并拒绝对势利的抱怨的不
墨守成规的人。
10.) ..Don’t bury news.
It is easier to interest the consumer in a product when it is new than at any other
point in its life. Many copywriters have a fatal instinct for burying news. This is why
most advertising for new products fails to exploit the opportunity that genuine
news provides.
It pays to launch your new product with a loud BOOM-BOOM.
当消费者对一种产品感兴趣时，它比在其生活的任何其他阶段都更容易。 许多文案
都有埋没新闻的致命本能。这就是为什么大多数新公关广告 教育未能利用真正的
新闻提供的机会。
用一个响亮的 BOOM启动你的新产品是值得的。
11.) Go the whole hog.
Most advertising campaigns are too complicated. They reflect a long list of
marketing objectives. They embrace the divergent views of too many executives.
By attempting too many things, they achieve nothing.
It pays to boil down your strategy to one simple promise-and go the whole hog in
delivering that promise.
大多数广告活动太复杂了。它们反映了一长串的营销目标。他们接受了太多高管的
不同观点。 通过尝试太多的东西，他们实现了什么都没有。
把你的策略归结为一个简单的承诺是有好处的，并且在兑现承诺时全力以赴。
What works best in television
12.) Testimonials: Avoid irrelevant
celebrities.
Testimonial commercials are almost always successful if you make them credible.
Either celebrities or real people can be effective. But avoid irrelevant celebrities
whose fame has no natural connection with your product or your customers.
Irrelevant celebrities steal attention from your product.
如果你让证词广告可信，它几乎总是成功的。
无论是名人还是真人都可以有效。但要避免那些名声与你的产品或你的客户没有自
然联系的无关紧要的名人。 无关的名人窃取注意力 把你的产品翻出来。
13.) Problem-solution (don’t cheat!)
You set up a problem that the consumer recognizes.
Then you show how your product can solve that problem.
And you prove the solution.
This technique has always been above average in sales results, and it still is. But
don’t use it unless you can do so without cheating the consumer isn’t a moron,
she is your wife.
你设置了一个消费者认可的问题。
然后你展示你的产品如何解决这个问题。
你证明了解决办法。
这种技术在销售结果上一直高于平均水平，而且仍然如此。 但不要使用它，除非你
可以这样做，而不欺骗消费者不是白痴，她是你的妻子。
14.) Visual demonstrations.
If they are honest, visual demonstrations are generally effective in the
marketplace.
It pays to visualize your promise. It saves time. It drives the promise home. It is
memorable.
如果他们是诚实的，视觉演示通常是有效的市场。
想象你的承诺是值得的。它节省了时间。它驱动着承诺回家。令人难忘。
15.) Slice of life.
These playlets are corny, and most copywriters detest them. But they have sold a
lot of merchandise, and are still selling.
这些剧本很俗气，大多数编剧都讨厌它们。 但他们卖了很多商品，而且还在卖。
16.) Avoid logorrhea.
Make your pictures tell the story. What you show is more important than what you
say, Many commercials drown the viewer in a torrent of words. We call that
logorrhea (rhymes with diarrhea). We have created some great
commercials without words.
让你的照片讲述这个故事。 你所展示的比你所说的更重要，许多商业广告把观众淹
没在一文字洪流中。 我们称之为罗经（与腹泻押韵）。 我们有 C 毫无言语地播放
了一些伟大的广告。
17.) On-camera voice.
Commercials using on-camera voice do significantly better than commercials
using voice-over.
使用摄像机语音的广告比使用画外音的广告要好得多。
18.) Musical backgrounds.
Most commercials use musical backgrounds. However; on the average, musical
backgrounds reduce recall of your commercial. Very few creative people accept
this.
But we never heard of an agency using musical background under a new
business presentation.
大多数广告都使用音乐背景。 然而，平均而言，音乐背景减少了你对商业的回忆。
很少有有创造力的人接受这一点。
但我们从未听说过一家机构在新的商业演示中使用音乐背景。
19.) Stand-ups.
The stand-up pitch can be effective, if it is delivered with straightforward honesty.
站起来的投球可以是有效的，如果它是以直截了当的诚实交付。
20.) Burr of singularity.
The average consumer now sees 20,000 commercials a year; poor dear.
Most of them slide off her memory like water off a duck’s back.
Give your commercials a flourish of singularity, a burr that will stick in the
consumer’s mind. One such burr is the MNEMONIC DEVICE, or relevant
symbol-like the crowns in our commercials for Imperial Margarine.
现在，普通消费者每年看到 2万个广告；可怜的亲爱的。
他们中的大多数人从她的记忆中滑落，就像鸭子背上的水一样。
给你的广告一个精彩的奇点，一个毛刺，将粘在消费者的头脑。 一个这样的毛刺是
MNEMONIC设备，或相关的符号-在我们的广告为帝国 我是玛格丽。
21.) Animation & cartoons.
Less than five percent of television commercials use cartoons or animation. They
are less persuasive than .
The consumer cannot identify herself with the character in the cartoon. And
cartoons do not invite belief.
However, Carson Roberts, our partners in Los Angeles, tell us that animation can
be helpful when you are talking to children.
They should know-they have addressed more than six hundred commercials to
children.
不到 5%的电视广告使用卡通或动画。 他们不像 那样有说服力。
消费者不能认同漫画中的人物。 卡通不会引起信仰。
然而，我们在洛杉矶的合作伙伴卡森·罗伯茨告诉我们，当你和孩子们交谈时，动画
会有帮助。
他们应该知道，他们已经给孩子们做了六百多个广告。
22.) Salvage commercials.
Many commercials which test poorly can be salvaged.
The faults revealed by the test can be corrected.
We have doubled the effectiveness of a commercial simply by re-editing it.
许多测试不佳的广告可以挽救。
测试揭示的故障可以纠正。
我们仅仅通过重新编辑广告就使广告的效果翻了一番。
23.) Factual vs. emotional.
Factual commercials tend to be more effective than emotional commercials.
However, Ogilvy & Mather has made some emotional commercials which have
been successful in the marketplace. Among these are our campaigns for Maxwell
House Coffee and Hershey’s Milk Chocolate.
事实广告往往比情感广告更有效。
然而，奥美和马瑟制作了一些情感广告，在市场上取得了成功。 其中包括我们为
Maxwell House咖啡和好时牛奶巧克力而开展的活动。
24.) Grabbers.
We have found that commercials with an exciting opening hold their audience at a
higher level than commercials which begin quietly.
我们发现，有一个令人兴奋的开头的广告比悄悄开始的广告更能吸引观众。
What works best in print
25.) Headlines.
On the average, five times as many people read the headline as read the body
copy.
It follows that, if you don’t sell the production your headline, you have wasted 80
percent of your money. That is why most Ogilvy & Mather headlines include the
brand name and the promise.
平均而言，阅读标题的人是阅读正文的五倍。
因此，如果你不卖你的标题，你已经浪费了你 80%的钱。 这就是为什么大多数奥
美和马瑟头条都包括品牌名称和承诺。
26.) Benefit in headlines.
Headlines that promise a benefit sell more than those that don’t.
承诺收益的标题比那些不承诺收益的标题卖得更多。
27.) News in headlines.
Time after time, we have found that it pays to inject genuine news into headlines.
The consumer is always on the lookout for new products, or new improvements in
an old product, or new ways to use an old product.
Economists-even Russian economists-approve of call it “informative”
advertising. So do consumers.
一次又一次，我们发现把真正的新闻注入头条新闻是有好处的。
消费者总是在寻找新产品，或旧产品的新改进，或使用旧产品的新方法。
经济学家甚至俄罗斯经济学家都对此表示赞同。 他们称之为“信息性”广告。 消费
者也是。
28.) Simple headlines.
Your headline should telegraph what you want to say-in simple language.
Readers do not stop to decipher the meaning of obscure headlines.
你的标题应该用简单的语言反映你想说的话。读者不会停下来解读晦涩的标题的含
义。
29.) How many words in a headline?
In headline tests conducted with the cooperation of a big department store, it was
found that headlines of ten words or longer sold more goods than short headlines.
In terms of recall, headlines between eight and ten words are most effective.
In mail-order advertising, headlines between six and twelve words get the most
coupon returns.
On the average, long headlines sell more merchandise than short ones-headlines
like our “At 60 miles an hour, the loudest noise in this new Rolls-Royce comes
from the electric clock.”
在一家大型百货公司合作进行的标题测试中，发现十个字或更长的标题比短标题卖
得更多。
在回忆方面，八到十个字之间的标题是最有效的。
在邮购广告中，六到十二个字之间的标题得到的优惠券回报最多。
平均而言，长标题比短标题卖更多的商品，比如我们的“每小时 60英里，这辆新劳
斯莱斯最大的噪音来自电子钟。”
30.) Localize headlines.
In local advertising, it pays to include the name of the city in your headline.
在本地广告中，在你的标题中包括城市名称是值得的。
31.) Select your prospects.
When you advertise a product which is consumed only by a special group, it pays
to “flag” that group in your headline -MOTHERS BED-WETTERS, GOING TO
EUROPE?
当你为一个只被一个特殊群体消费的产品做广告时，它会付钱给你的标题中的“标
志”那个群体-商人的贝德去欧洲？
32.) Yes, people read long copy.
Readership falls off rapidly up to fifty words, but drops very little between fifty and
five hundred words. (This page contains 1909 words, and you are reading it.)
Ogilvy & Mather has used long copy-with notable success – for Mercedes-Benz,
Cessna Citation, Merrill Lynch and Shell gasoline. “The more you tell, the more
you sell.”
读者人数迅速下降到五十个字，但在五十到五百字之间下降很少。 （这一页包含
1909个单词，你正在阅读。） 奥美和马瑟已经使用了很长的副本 在梅赛德斯-
奔驰、塞斯纳引文、美林和壳牌汽油方面取得了显著的成功。 “你说得越多，卖得
越多。”
33.) Story appeal in picture.
Ogilvy & Mather has gotten notable results with photographs which suggest a
story. The reader glances at the photograph and asks himself,”What goes on
here?”Then he reads the copy to find out.
Harold Rudolph called this magic element “story appeal.” The more of it you inject
into your photograph, the more people look at your advertisement. It is easier said
than done.
奥美(Ogilvy&Mather)通过照片展示了一个故事，获得了显著的效果。 读者瞥了一
眼照片，问自己：“这是怎么回事？”然后他读了这份副本，找出答案。
哈罗德·鲁道夫(Harold Rudolph)把这种神奇的元素称为“故事吸引力”。你在照片中注
入的东西越多，人们就越多地看着你的广告。 说起来容易做起来难。
34.) Before & after.
Before and After advertisements are somewhat above average in attention value.
Any form of “visualized contrast” seems to work well.
广告前后的注意力值略高于平均水平。
任何形式的“可视化对比”似乎都很有效。
35.) Photographs vs. artwork.
Ogilvy & Mather has found that photographs work better than drawings-almost
invariably.
They attract more readers, generate more appetite appeal, are more believable,
are better remembered, pull more coupons, and sell more merchandise.
奥美(Ogilvy&Mather)发现，照片比图画更有效，几乎总是这样。
他们吸引更多的读者，产生更多的食欲诉求，更可信，更好地记住，拉更多的优惠
券，销售更多的商品。
36.) Use captions to sell.
On the average, twice as many people read the captions under photographs as
read the body copy.
It follows that you should never use a photograph without putting a caption under it;
and each caption should be a miniature advertisement for the product-complete
with brand name and promise.
平均而言，在照片下阅读字幕的人是身体拷贝的两倍。
因此，你不应该在照片下面加上一个标题，而每个标题都应该是产品的微型广告-
完整的品牌和承诺。
37.) Editorial layouts.
Ogilvy & Mather has had more success with editorial layouts than with “addy”
layouts.
Editorial layouts get higher readership than conventional advertisements.
奥美(Ogilvy&Mather)在编辑布局比“addy”布局更成功。
编辑版面的读者人数比传统广告高。
38.) Repeat your winners.
Scores of great advertisements have been discarded before they have begun to
pay off.
Readership can actually increase with repetition-up to five repetitions.
许多伟大的广告在开始盈利之前就被丢弃了。
读者人数实际上可以随着重复增加-最多五次重复。
Is this all we know?
These findings apply to most categories of products. But not to all.
Ogilvy & Mather has developed a separate and specialized body of knowledge on
what makes for success in advertising food products, tourist destinations,
proprietary medicines, children’s products and other classifications.
But this special information is revealed only to the clients of Ogilvy & Mather.
这些发现适用于大多数类别的产品。 但不是所有人。
奥美(Ogilvy&Mather)开发了一个独立的、专门的知识体系，内容涉及食品、旅游目的地、专
利药品、儿童产品和广告成功的原因 其他分类。
但这一特殊信息只透露给奥美和马瑟的客户。
How to create advertising that sells
1.) The most important decision.
2.) Large promise.
3.) Brand image.
4.) Big ideas.
5.) A first-class ticket.
6.) Don’t be a bore.
7.) Innovate.
8.) Be suspicious of awards.
9.) Psychological segmentation.
10.) ..Don’t bury news.
11.) Go the whole hog.
What works best in television
12.) Testimonials: Avoid irrelevant celebrities.
13.) Problem-solution (don’t cheat!)
14.) Visual demonstrations.
15.) Slice of life.
16.) Avoid logorrhea.
17.) On-camera voice.
18.) Musical backgrounds.
19.) Stand-ups.
20.) Burr of singularity.
21.) Animation & cartoons.
22.) Salvage commercials.
23.) Factual vs. emotional.
24.) Grabbers.
What works best in print
25.) Headlines.
26.) Benefit in headlines.
27.) News in headlines.
28.) Simple headlines.
29.) How many words in a headline?
30.) Localize headlines.
31.) Select your prospects.
32.) Yes, people read long copy.
33.) Story appeal in picture.
34.) Before & after.
35.) Photographs vs. artwork.
36.) Use captions to sell.
37.) Editorial layouts.
38.) Repeat your winners.
Is this all we know?
