copywriting-classic（文案经典）

Ogilvy Copywriting Principles

Master David Ogilvy's timeless advertising principles from "Confessions of an Advertising Man" (1963). The Father of Advertising's rules for copy that sells.

When to Use This Skill

• Writing advertising copy (print, digital, video)
• Crafting headlines that stop the scroll
• Creating long-form sales copy
• Reviewing and improving existing marketing copy
• Building brand campaigns that sell AND build equity
• Training copywriters on fundamentals

Methodology Foundation

Source: David Ogilvy - "Confessions of an Advertising Man" (1963) + "Ogilvy on Advertising" (1983)

Core Principles:

• "The consumer is not a moron. She is your wife. Don't insult her intelligence."
• "People don't buy the best products; they buy the products they can understand the fastest."
• "Tell the truth, but make the truth fascinating."

Ogilvy's Philosophy: Advertising must sell. Brand-building and direct response are not mutually exclusive. Great advertising gives facts, respects the reader, and creates personality—all while driving measurable results.

What Claude Does vs What You Decide

What This Skill Does

1. Applies the 7 Ogilvy Principles - Systematic approach to copy excellence
2. Writes Ogilvy-style headlines - Specific, factual, benefit-driven
3. Crafts long-form copy - Ogilvy's style of informative, respectful selling
4. Reviews copy against Ogilvy standards - Identifies weaknesses
5. Builds brand personality - Consistent voice that sells

How to Use

Write Headlines Ogilvy-Style

Write 10 Ogilvy-style headlines for:
Product: [description]
Key fact/claim: [specific proof point]

Apply the 7 Principles

Review this copy against Ogilvy's 7 principles:
[paste copy]

Create Long-Form Copy

Write Ogilvy-style body copy for:
Product: [description]
Key facts: [list of facts]
Audience: [who]

Develop Brand Voice

Define brand voice using Ogilvy's personality framework for:
Brand: [description]
Values: [list]
Audience: [who]

Instructions

When applying Ogilvy's methods, follow these 7 core principles:

The 7 Ogilvy Principles

## Principle 1: GIVE THE FACTS

**The Rule**: Present all relevant facts about your product. Facts sell.

**Ogilvy**: "The more facts you tell, the more you sell. An advertisement's chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases."

**Application**:
- Don't be vague—be specific
- Include specifications, data, details
- Don't assume "boring" facts aren't interesting
- Benefits matter, but FACTS prove them

**Bad**: "Our software is fast"
**Good**: "Our software processes 10,000 transactions per second—4x faster than the industry average"

**Bad**: "High-quality ingredients"
**Good**: "Made with 100% Arabica beans from the Cerrado region of Brazil, roasted within 72 hours of shipping"

---

## Principle 2: BE TRUTHFUL

**The Rule**: Never lie. Ever.

**Ogilvy**: "Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine."

**Application**:
- Avoid superlatives you can't prove
- Never exaggerate results
- If you have to hedge, hedge honestly
- Good products CAN be sold honestly

**Words to Avoid** (unless provable):
- "Best"
- "Revolutionary"
- "World's first"
- "Guaranteed" (unless it actually is)
- "Unique" (rarely true)

**Words That Work**:
- Specific numbers
- Verifiable claims
- Honest comparisons
- Real customer quotes

---

## Principle 3: BE HELPFUL

**The Rule**: Give value. Help the reader solve problems.

**Ogilvy**: "Another profitable gambit is to give the reader helpful advice, or service. It hooks about 75 per cent more readers than copy which deals entirely with the product."

**Application**:
- Lead with useful information
- Teach something before selling
- Position product as helper, not hero
- Content marketing before content marketing existed

**Structure Template**:
1. Open with helpful insight
2. Explain the principle
3. Show how product applies the principle
4. CTA

---

## Principle 4: HAVE A BIG IDEA

**The Rule**: Center everything around one powerful concept.

**Ogilvy**: "Unless your campaign contains a Big Idea, it will pass like a ship in the night."

**Warning**: "Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. By attempting to cover too many things, they achieve nothing."

**Big Idea Criteria**:
- Simple enough for a child to understand
- Memorable after one exposure
- Can sustain years of campaigning
- Differentiates meaningfully

**Examples**:
- Snickers: "You're not you when you're hungry"
- Avis: "We try harder" (because we're #2)
- Rolls-Royce: "At 60 mph, the loudest noise comes from the electric clock"

---

## Principle 5: DON'T BE BORING

**The Rule**: Be interesting. But interesting that SELLS.

**Ogilvy**: "You cannot bore people into buying your product; you can only interest them in buying it."

**How to Be Interesting**:
- Know your customer deeply
- Find the fascinating angle in every fact
- Use storytelling when appropriate
- Write like a human, not a corporation

**Warning**: Don't confuse entertaining with effective.

**Ogilvy**: "Good copywriters have always resisted the temptation to entertain."

The goal is INTERESTING, not merely entertaining. Everything should drive toward the sale.

---

## Principle 6: UNDERSTAND YOUR CUSTOMER

**The Rule**: Know who you're talking to. Respect them.

**Ogilvy**: "The consumer is not a moron. She is your wife. Don't insult her intelligence."

**Application**:
- Write in their language
- Address their real concerns
- Never condescend
- Never use jargon they don't use
- Men shouldn't write ads for women's products (without research)

**Before Writing, Know**:
- What keeps them up at night?
- What language do they use?
- What do they already know?
- What would make them feel understood?

---

## Principle 7: STAY TRUE TO YOUR BRAND

**The Rule**: Build consistent personality over time.

**Ogilvy**: "Every advertisement should be thought of as a contribution to the complex symbol which is the brand image."

**Warning**: "Most manufacturers are reluctant to accept any limitation on the image of their brand. They want it to be all things to all people … They generally end up with a brand which has no personality of any kind, a wishy-washy neuter."

**Application**:
- Define brand personality clearly
- Apply it consistently across all touchpoints
- Accept limitations—you can't be everything
- Build equity over years, not campaigns

**Ogilvy on Originality**: "Nobody has ever built a brand by imitating somebody else's advertising."

Ogilvy Headline Rules

## Headlines: 80% of Your Ad's Success

**Ogilvy**: "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar."

### The Rules

1. **Include your selling promise**
   Bad: "Introducing the new XR-7"
   Good: "At 60 mph, the loudest noise in this Rolls-Royce comes from the electric clock"

2. **Appeal to self-interest**
   Bad: "Our award-winning formula"
   Good: "How to win friends and influence people"

3. **Announce news when possible**
   Bad: "Quality you can trust"
   Good: "New formula removes stains in half the time"

4. **Avoid blind headlines**
   Bad: "Think different" (needs body copy to make sense)
   Good: "Do you make these mistakes in English?" (complete idea)

5. **Use specifics over generalities**
   Bad: "Save money on car insurance"
   Good: "Save $423 on car insurance in 12 minutes"

6. **Never use negatives**
   Bad: "Don't miss this opportunity"
   Good: "Seize this opportunity today"

7. **Avoid puns and literary allusions**
   Bad: "A tale of two cities... and two prices"
   Good: "Same product. Half the price."

8. **Include the brand name**
   If people only read the headline, they should know who's talking.

### Ogilvy Headline Formulas

**The How-To**:
"How to [achieve desired outcome]"
"How I [achieved result] in [timeframe]"

**The Specific Number**:
"[Number] ways to [achieve outcome]"
"[Specific result] in [specific timeframe]"

**The News Angle**:
"Introducing: [new thing]"
"Announcing: [improvement]"
"Now you can [do something previously impossible]"

**The Question**:
"Do you [have common problem]?"
"What would you do with [benefit]?"

**The Command**:
"[Action verb] your way to [benefit]"
"Stop [bad thing]. Start [good thing]."

Ogilvy Body Copy Style

## Long Copy That Sells

**Ogilvy on Copy Length**: "All my experience says that for a great many products, long copy sells more than short."

**Why Long Copy Works**:
- Gives facts that build conviction
- Answers objections before they arise
- Demonstrates expertise
- The interested reader wants more

### The Ogilvy Style

**Conversational but Expert**:
- Write like talking to a friend
- But a friend who's done their research
- Use "you" liberally
- Avoid corporate-speak

**Factual but Fascinating**:
- Every paragraph should teach something
- Numbers, percentages, specifics
- But presented in engaging way

**Structured for Scanning**:
- Use subheads generously
- First line of each paragraph must compel
- Key points should be skimmable

### Body Copy Template (Ogilvy Style)

[HEADLINE: Specific benefit or news]

[SUBHEAD: Expand on headline]

[OPENING: Hook with surprising fact or question]

[PROBLEM: Acknowledge the reader's situation]

[SOLUTION: Introduce your approach]

[MECHANISM: How it works (with specifics)]

[PROOF: Facts, numbers, testimonials]

[OBJECTION HANDLING: Address concerns]

[OFFER: What they get]

[CTA: Clear next step]

Examples

Example 1: Ogilvy's Famous Rolls-Royce Ad

Headline: "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"

Why It Works (Against the 7 Principles):

Body Copy Approach: The ad then listed 13 specific facts about the car's engineering. No superlatives—just facts that demonstrated quality.

Example 2: Modern Application - SaaS Product

Instead of: "The world's best project management tool"

Ogilvy Style: "Teams using Taskflow complete projects 37% faster—here's the one change they made"

Body Copy Opening: "Most project managers spend 4.2 hours per week on status updates. That's 218 hours per year—five and a half work weeks—just tracking who's doing what.

We studied 847 teams to find out what the fastest ones do differently. The answer surprised us..."

[Then: facts, specifics, proof, mechanism, offer]

Example 3: Ogilvy Headline Transformation

Original Headlines → Ogilvy Rewrites:

Checklists & Templates

Ogilvy Copy Review Checklist

## Before Publishing, Ask:

### Facts
- [ ] Does the copy contain specific, verifiable facts?
- [ ] Are claims backed by numbers or evidence?
- [ ] Would my claims survive scrutiny?

### Truth
- [ ] Is every statement truthful?
- [ ] Have I avoided unprovable superlatives?
- [ ] Would I show this to my family?

### Helpfulness
- [ ] Does the reader learn something useful?
- [ ] Is there value even if they don't buy?

### Big Idea
- [ ] Is there one clear, memorable concept?
- [ ] Can I explain it in one sentence?
- [ ] Does everything support this one idea?

### Interest
- [ ] Would I read this if I saw it?
- [ ] Is there anything boring that should be cut?
- [ ] Is it interesting in a way that sells (not just entertains)?

### Customer Understanding
- [ ] Am I speaking their language?
- [ ] Am I respecting their intelligence?
- [ ] Do I understand what they actually want?

### Brand Consistency
- [ ] Does this sound like our brand?
- [ ] Is it consistent with other communications?
- [ ] Are we adding to brand equity or depleting it?

Headline Evaluation Scorecard

## Rate Each Headline 1-5

| Criteria | Score |
|----------|-------|
| Contains specific benefit | /5 |
| Appeals to self-interest | /5 |
| Avoids empty adjectives | /5 |
| Understandable without body copy | /5 |
| Includes news/specificity | /5 |
| Brand name included | /5 |
| No puns or cleverness | /5 |
| **TOTAL** | /35 |

30+: Strong Ogilvy-style headline
20-29: Needs work on specifics
<20: Start over with facts first

Ogilvy Words to Use vs. Avoid

## USE THESE                 ## AVOID THESE
- Specific numbers           - Revolutionary
- Exact measurements         - World-class
- Verifiable claims          - Best-in-class
- Customer quotes            - Unique
- Before/after data          - Game-changing
- Time saved/earned          - Cutting-edge
- Money saved/earned         - Synergy
- Comparisons with proof     - Leverage
- "You" language             - Premium quality
- Active verbs               - Industry-leading

Skill Boundaries

What This Skill Does Well

• Structuring audio production workflows
• Providing technical guidance
• Creating quality checklists
• Suggesting creative approaches

What This Skill Cannot Do

• Replace audio engineering expertise
• Make subjective creative decisions
• Access or edit audio files directly
• Guarantee commercial success

References

• Ogilvy, David. "Confessions of an Advertising Man" (1963)
• Ogilvy, David. "Ogilvy on Advertising" (1983)
• Ogilvy & Mather agency archives
• The Cult Method - Ogilvy's Principles (cultmethod.com)

Related Skills

• headline-formulas - Additional headline patterns
• schwartz-awareness - Awareness-level copywriting
• brand-voice - Building brand personality
• long-form-copy - Extended sales copy techniques